The week

The CIPR is piloting a national mentoring scheme, starting in March. It hopes the programme will advance the standards and status of PR in the UK.

Bottle PR has made Johanna Cassells, corporate comms director (Europe) at Sony Pictures Television, a board director.

Reckitt Benckiser has hired Lexis PR to manage a consumer campaign for its AirWick brand.

Madagascar Tourism has signed travel PR shop McCluskey International to promote the island as the choice Indian Ocean destination.

Electrolux has recruited DDA Public Relations to promote its association with the Cannes International Film Festival. The agency has a three-year pan-European consumer account.

BSkyB, the broadcaster, has briefed Taylor Herring to handle publicity for Katie Price's new series for Sky Living.

PR agencies and in-house teams have one week left to enter names for PRWeek's Power Book 2011. Nominations must be sent to powerbook.2011@haymarket.com by 28 January.