Neutral benefit

The phrase of the moment at the Legal Services Commission (LSC) seems to be 'cost neutral' (just ask criminal lawyers about police station pay).

The Gazette heard it when asking why the LSC had sponsored the 'Best advertisement - general appointments' award at the recent Chartered Institute of Personnel and Development recruitment marketing awards.

The sponsorship, now in its third year, 'raises the profile of the LSC, mainly among prospective employees, through the press coverage that the awards attract', we were told.

It cost 10,000, but the LSC received free adverts in The Guardian.

'These adverts usually cost about 5,000.

Therefore, the sponsorship is cost neutral.' But is it? Would the LSC have taken out such adverts if there were no awards? Does such advertising have any real point? And why does the LSC need to raise its profile in this way? But presumably a few LSC staff had a nice night out at the fancy awards do.