Media: Hit or Miss - All at sea

RNLI lifeguards hailed as heroes after rescuing children from collapsed sandbank in Wales.

The Royal National Lifeboat Institution secured international coverage last weekend after it rescued a group of children from the sea at Tenby on the Welsh coast. The group was taking part in a beach activity set up by charity Camp Action when the sandbank they were standing on collapsed. The RNLI sent out a press release to media, which hailed the lifeguards as heroes - but Camp Action said the reports were 'sensationalism'.

HOW I SEE IT - KEVIN READ, MD, BELL POTTINGER BUSINESS & BRAND

The thought of drowning terrifies many. Luckily, on beaches in particular, our fears are lessened by the sight of lifeguards. Enter the three Denbigh-based RNLI guards, who put their skills to great use in rescuing 36 stranded teenagers. Good-looking, fast-thinking and responsible rescuers will inevitably catch the media's attention. On a slow Monday morning, they can also fill the TV couches.

The articulate and media-coached Adam, Carol and Jon used vivid storytelling to show how the RNLI regularly saves lives - 20-plus per day. Picture the marooned youngsters battling in full clothes, slipping under the sea, struggling for breath. The level of danger may have been exaggerated, but Britons will be reassured that the RNLI provides a service around our shores that does save lives - HIT.

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