Eddie McGuire: give the guy a break

Brad March is a former CEO of the Austereo Network.

Another on air gaffe by another high profile breakfast personality.

This time its Eddie McGuire.

Kyle Sandilands must be relieved to be out of the firing line on this occasion.

McGuire provoked outrage after suggesting on Triple M's breakfast show that Sydney Swan Adam Goode should be invited to promote King Kong – The Musical just days after a 13-year-old Collingwood supporter called Goodes an "ape" at the MCG.

At a press conference held several hours after the incident McGuire said Adam Goodes has accepted his "unreserved" apology

There are mixed media reports as to whether Goodes had actually accepted the apology or not.

After handling the weekends ' incident ' extremely well as Collingwood's President, it's a surprise to hear his comments on air. However those that know Eddie know that he's not a racist and I'm sure this was just a slip of the tongue.

Talent like Eddie, Kyle and others deliver over 15 hours of live radio each week. It's no surprise that occasionally they are going to slip up. These guys make a living talking – on and off the air.

Eddie is one of the hardest working people I know in radio. He has already said that he was extremely tired. The rigours of breakfast radio or any shift work can at times affect thought processes and performance.

We can all relate to saying the wrong thing occasionally . Sometimes under pressure or due to lack of sleep or of course after a couple of drinks at a dinner.

How many of us can get through a day without thinking 'I could have said that better'  or wish 'I hadn't said that at all'.

With 24 hour news coverage on television and cable plus the internet delivering constant updates via news sites, search engines, Twitter, Facebook and other social media these ' gaffes ' take on a life of their own and can get blown out of proportion.

I'm sure there was no malicious ' intention ' to hurt or harm anyone in both of these cases.

Anyway under the circumstances – well handled Ed.

Brad March is a former CEO of the Austereo Network