THIS WEEK’S BIG QUESTION: Who or what represented the best and worst of PR in 1997?

Richard Frost

Cadbury

’My vote for the best PR operator of the year goes to the much-maligned

Peter Mandelson. If the results of campaigns are the measure of success

then there can be few more ringing endorsements than the landslide

Labour election victory. While clearly the credit for this must be

shared, we must admire Mandelson’s skill in helping to prepare a

credible hymn sheet and then keeping everyone singing from it.’

Adrian Wheeler

GCI

’Best: Jackie Elliot. As chairman of the PRCA she has pushed through the

PRCA Consultancy Management standard, which after 25 years, puts the

PRCA on a professional footing. Worst: Blair, tobacco, Formula 1. What

was even worse than the decision was the condescending way he

’explained’ it on television. That completely shattered my illusion that

this was a different kind of Government.’

Abel Hadden

Edelman PR Worldwide

’What a year of ups and downs - New Labour, that baseball cap, spin

doctors, beef on the bone, Elton John, The Royal Opera House, tobacco

advertising. For me, Earl Spencer and the Spice Girls epitomised the

roller coaster world in which we live. They received high accolades for

their performances earlier in the year, but as we near Christmas their

reputations are beginning to head south.’

Mike Davies

Prudential

’Best of the year is Alastair Campbell for the hitch-free election

campaign and for bringing about the longest honeymoon any Government has

enjoyed in living memory. Worst is Earl Spencer, definitely, for

breaking two golden rules: people in glasshouses should not throw

stones. And, don’t offend men who buy their ink by the gallon.’

Marina Galanti

The Body Shop

’One of the most interesting campaigns has been Christian Aid’s campaign

on ethical shopping. It took ethical shopping into the mainstream and

raised the stakes for retailers across the country to source their

products more ethically. One example of the clumsiest PR was in relation

to the row inside the Tory party on Europe. This made them look

anachronistic, xenophobic and dubious to boot.’