The UK boss of one of the biggest strip clubs in the country has said that students should strip to help them pay their tuition fees.
The comments were made in an interview with BBC Radio Sheffield where he said: "These girls earn a lot. Some of these girls are on their own and their parents can't help them or are unable to help them.
"With the rising student fees the students know that they can come in and earn the money they need to survive."
In the past 24 hours the story has conveniently been picked up by almost all the UK national media.
The company's name has subsequently been seen by thousands more people that it would have.
He has now come out and told the Huffington Post UK that he upset by the media backlash.
It turns out that he was so upset with his company's name being put into the national media that he has come out to follow up the story - getting the company more free publicity in the meantime.
At the time the representative for the company would have know what he was saying and the implications it would have. He would have known what they story to come out of the situation would be.
After all, he was taking part in an interview with journalists who were looking for an angle on a story that will get people's attention.
There are students in Sheffield who do work at the strip club and there always have been those that will do the job for some extra cash. Around the city it is a commonly known fact, if you speak to the students they know people who work for these strip clubs.
To say that they are stripping to pay their tuition fees is an easy way to write headlines for the media. This is especially so since tuition fees are a hot topic still after last year's riots in London.
The company have managed to control the news agenda for an industry that is constantly under pressure to produce new articles and attention grabbing headlines.
All in all it's a clever marketing strategy for the company even if it is at the expense of journalists.
In some ways they should be congratulated for using their initiative and grabbing some easy publicity for themselves.
However when one set of comments from a company spokesperson can make headlines in national titles it has to be considered a worrying state for journalism.