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If anyone still questions the importance of comms skills and media training, they need only to listen to George Entwistle's catastrophic interview on Saturday's Today programme.
The BBC's PR teams earnestly stress the key messages of restoring public trust and confidence in the fallout from the Savile scandal, shockingly careless insinuations of child abuse and standards of journalism that would have discredited The Beano.
There is something very British and endearing about the way in which the BBC duffs itself up when things go wrong.
It was the week when the lightning speed of modern media technology collided with the immovable tenets of an ancient religion to spark global violence.
Thirty years ago the news desk for the business section of The Times was surrounded by six full-sized dustbins.
Just when misbehaving celebrities thought it was safe to go back into the water ... the spectre of kiss-and-tell stories and publication of compromising pictures emerges again Jaws-like from what had become, post-Leveson, a tabloid sea of tranquillity.
The news that media companies are showing a keen interest in acquiring licences to run local TV services in 21 towns and cities across the UK could not come at a more significant moment for the PR industry.
No sooner does one international extravaganza come to an end, another spectacular festival of sporting excellence rolls into town.
Twitter trolls are providing a glut of tabloid headlines as these mindless morons enter the democracy of the new age of comms by engaging in direct dialogue with high profile individuals.
Bog standard communication is saying what people want to hear. Excellent communication is proving you have listened to what your audience needs (customers, voters, shareholders), meeting that demand with panache, and demonstrating that you will continue to do so.
