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Advertorials are not the enemy

Advertorials are not the enemy

In the new world of native advertising, quality content is more important than ever. It needs to be relevant to specific audiences and fit in seamlessly alongside editorial, says Trinity Mirror Solutions' Samantha Cope

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Latest opinion

Temporary workers are not to blame for the NHS deficit

Temporary workers are not to blame for the NHS deficit

The use of temporary workers in the NHS, including PR practitioners, has been blamed for the deficit - but this smacks of scapegoating.

Corn, granite and momentum: The view from the Iowa caucuses

Corn, granite and momentum: The view from the Iowa caucuses

Let's be clear: I'm glad that the Iowa caucus - as we say in New Jersey - "is in the rear view mirror", writes Nick DeLuca of Open Road

The future of influencer marketing

The future of influencer marketing

Last year, traditional advertising took a back seat to real-time conversations taking place in the digital universe among 'ordinary' members of the public, says Sabrina Lynch of Zeno Group.

Music Moguls shows the true value of PR in pop culture

Music Moguls shows the true value of PR in pop culture

Let's not beat about the bush - the Music Moguls: Masters of Pop show on BBC Four has been a revelation these past three weeks as it has trawled lovingly through the undergrowth of pop culture.

Three reasons why it's time to ditch the demographics

Three reasons why it's time to ditch the demographics

Demographics are the past and it is time to get rid of them, writes Rich Wilson of Relative Insight

Agony Aunt Jackie Elliot on the knotty subject of the annual staff bonus

Agony Aunt Jackie Elliot on the knotty subject of the annual staff bonus

The chairman of Cathcart Consulting gives her verdict on your professional conundrums.

My biggest gaffe: Being lax about locations

My biggest gaffe: Being lax about locations

Shaneil Patel, account manager at Taylor Herring, learned the hard way that some locations require permission to film in them.

Crisis comms: The power of preparedness

Crisis comms: The power of preparedness

Time is of the essence, they say. I don't know who 'they' are, but 'they' may well have worked in PR; a sector that has had crisis response and issues management at its foundation since it began, says Four Consulting's Alun James.

The Labour Party needs to modernise - or it risks disappearing altogether

The Labour Party needs to modernise - or it risks disappearing altogether

The Labour Party needs to remodel itself and become relevant to the electorate if it is not to be superseded, writes Ketchum's Jo-ann Robertson.

Coulson and Chappell: Jokes aside, is this apparently odd couple on to a winner?

Coulson and Chappell: Jokes aside, is this apparently odd couple on to a winner?

Andy Coulson's past means he was the butt of many a joke after it was announced he was to set up a PR firm last week - but he clearly means business, writes Danny Rogers

Seeing red: Don't underestimate the power of a wordsmith

Seeing red: Don't underestimate the power of a wordsmith

Anyone can string a sentence together, but don't make the mistake of thinking anyone can do it well, says Wyn Matthews, editorial manager at Word Association.

Is 'tennis racket' the start of data science-driven journalism?

Is 'tennis racket' the start of data science-driven journalism?

Does the way BuzzFeed and the BBC have used algorithms to build a story have a potential impact on PR, asks Robert Bownes of Profusion

24 hours in Davos

24 hours in Davos

Day one in Davos has come to an end and I can say with certainty that I've walked away with some important learnings - some that make me optimistic for the future, others that are more concerning, writes Barri Rafferty at Ketchum.

Forget the hype about native advertising; readers have not yet made up their minds

Forget the hype about native advertising; readers have not yet made up their minds

I'll take this moment to set out my stall early; I'm not the biggest fan of native advertising, writes Matthew Hare-Scott of Hanover.

Five steps to using a dead celebrity in your engagement strategy (hint: don't do it)

Five steps to using a dead celebrity in your engagement strategy (hint: don't do it)

There are now three constants in life: death, taxes and brands using the former to publicly grieve, writes Richard Stagg in a sidelong look at the use of deceased celebrities for news-jacking purposes.

Brand apologies in the human era

Brand apologies in the human era

Candor is critical to good business in the age of the empowered consumer, stresses Lippincott's senior partner for design.

Be more Bowie: Lessons for the PR industry from the master of reinvention

Be more Bowie: Lessons for the PR industry from the master of reinvention

"I don't know where I'm going from here, but I promise it won't be boring." Boring is not a word you would ever associate with David Bowie, writes Tony Garner of Viva PR.

Challenge, stand up and stand out in 2016

Challenge, stand up and stand out in 2016

A new generation of challenger brands - Under Armour, BrewDog, Ovo - are taking the disruptive attitude to the next level with great success. But what does it still mean to be a challenger brand today, asks Mark Hutcheon.

Floods furore highlights why we must be honest with the public

Floods furore highlights why we must be honest with the public

The recent floods and the way they have been handled has brought to the fore the importance of ethical comms, writes Greater Manchester Police's Amanda Coleman

What PRs can learn from CES this year

What PRs can learn from CES this year

The Consumer Electronics Show in Las Vegas is a great opportunity for PRs to represent their clients at one of the most important consumer tech shows of the year. Dynamo PR's Paul Cockerton advises how to make the most of it.

Seeing red: what gets you fuming?

Seeing red: Connect with meaning

Seeing red: Connect with meaning

Next time you are tempted to send out a lifeless LinkedIn 'invite to connect', stop, says freelance PR Karen Triggs.

Seeing red: keeping the peace with the client

Seeing red: keeping the peace with the client

We find ourselves telling the client what they want to hear, not what they need to hear, says Andy Shaw, account director at Kindred.

Seeing red: put an end to the serial 'compers'

Seeing red: put an end to the serial 'compers'

People who enter every competition going are not likely to engage with your brand, says Jennifer Teale, PR manager, retail, leisure & lifestyle at Rumpus PR

PRWeek's tops of the month

Top of the Month: Greenpeace claims Arctic victory over Shell

Top of the Month: Greenpeace claims Arctic victory over Shell

Greenpeace can now put the best possible spin on years of campaigning to bring a halt to its arch-enemy Shell's plans to drill for oil in the Arctic, after the company pulled the plug on its operations in the region.

Top of the month: Jeremy Corbyn

Top of the month: Jeremy Corbyn

After his dramatic victory in the Labour leadership election, PRWeek identifies Jeremy Corbyn as the top PR performer of the past month.

Top of the month: Caitlyn's Vanity Fair cover steals stepdaughter Kim's thunder

Top of the month: Caitlyn's Vanity Fair cover steals stepdaughter Kim's thunder

Kim Kardashian who? The reality TV star famously said she wanted to 'break the internet' with her racy cover for Paper Magazine last year, but another cover - for a far more empathetic human interest story - perhaps came closer to doing so.

PRWeek's flops of the month

Flop of the Month: Turing Pharmaceuticals hikes price of life-saving drug

Flop of the Month: Turing Pharmaceuticals hikes price of life-saving drug

Little known startup Turing Pharmaceuticals caused worldwide outrage after the firm purchased live-saving drug Daraprim and raised the price by 5000 per cent.

Flop of the month: PRCA blasts official advice to charities over Lobbying Act

Flop of the month: PRCA blasts official advice to charities over Lobbying Act

The Charity Commission and the Electoral Commission are both under fire from the PRCA for giving charities conflicting advice on how to navigate the finer points of the Lobbying Act.

Flop of the month: Crisis at FIFA and fall of Blatter create comms disaster

Flop of the month: Crisis at FIFA and fall of Blatter create comms disaster

Thomas Cook was odds on favourite to be flop of the month, when its nine-year PR troubles surrounding the Corfu tragedy came to a crescendo. That was until the spectacular implosion of FIFA.

I didn't get where I am today ...

I didn't get where I am today...without working hard and laughing hard

I didn't get where I am today...without working hard and laughing hard

Ilona Hitel, the founder of The CommsCo, on two key reasons for her success.