There's one pretty clear indication that taping the Gold Bus logo after yesterday's shocking Montague St bridge crash was a PR disaster.

"Now we're on the radio talking about this very problem," PR expert Anthony McClellan, from AMC Media, told Ross and John.

"It's pretty stupid advice.

"What it does is amplify the problem."

WATCH THE VIDEO OF THE CRASH HERE

Mr McClellan agreed it was a selfish act - "In a situation like this, what a company's got to do is direct attention to the welfare of passengers, not themselves."

Yesterday, Gold Bus Ballarat director Matthew Baird defended covering up the logo, admitting it was done to protect the company’s brand.

He said it was standard procedure for all company buses involved in accidents and quashed suggestions it was inappropriate. 

“We are out to protect our brand and make sure we don’t tarnish our brand,” Mr Baird said.

Click play for Anthony McClellan's full chat with Ross and John