The 'lucky' winner of the post of next Health Secretary will take over a service facing unprecedented but not unpredictable demand for NHS care from a population living longer (often with increasingly complex health and care needs), and with little spare cash to pay for it.
It's about us, not them, but brands are missing the chance to connect with the public. Maybe they should phone a friend.
Changing minds requires a jolt as well as a nudge.
When I read the PR Week/PRCA survey on Mental Wellbeing, I did so with a sense of relief.
The fear factor is never far away, leading us to distract and comfort ourselves when we should be comforting each other.
The historian Simon Schama said in The Guardian recently that we have become the "look down" generation.
Depending on how you define PR, it's either under pressure or about to enter a golden age. The reality is probably both.
Gosh, what a load of hand-wringing fuss about Robert Phillips' book Trust Me, PR is Dead.
"When Will Your Data Breach Happen? Not a question of if but when." This is a March 2015 headline from a well-read security news site.
Trust is earned when reputation becomes central to every business decision, but it is a job that requires constant refinement and evolution.
Press events are an excellent way to raise awareness of a brand or service among consumers and key members of the press. If executed well, an event provides an incentive for journalists to leave their desks and interact directly with the brand, which in turn provides a level of exposure and engagement that money can't buy.
Back in February Jackie Cooper and I chaired our first meeting of the PRCA Diversity Committee.
I recently did some research for the Public Relations Consultants Association to determine best practice models for international comms teams. There were a number of insights:
A sure fire way to a strong public profile is being recognised as influential. I've been thinking a lot about the nature of influence lately, mostly through my involvement in putting together a list of the 50 most influential people when it comes to higher education policy.
Like many Western elections, campaign conversation in Nigeria has moved to Twitter - but with some very big differences.
Punters, pundits and political obsessives were all looking for a knock-out blow, but in the end the great leaders' debate did not quite deliver.
In an effort to appear intelligent and well-informed I normally try to jolt my brain into gear each morning with a quick glance at the Economist Espresso app. Always well written, it's nevertheless normally quite a dry read.
"He would say that, wouldn't he?" Mandy Rice-Davies' famous riposte to Lord Astor's defence counsel during the trial of Stephen Ward came to mind as I scrolled my Twitter feed during last week's Jeremy Paxman grilling of David Cameron and Ed Miliband.
According to the BBC's Lab UK Project with Cambridge University, I would be happiest if I lived in Fylde, Lancashire.
A week ago the airline Lufthansa was hobbled by a third consecutive day of strike action by its pilots. Aircraft were grounded, flights cancelled and the travel plans of thousands of air travellers disrupted.
I actually quite enjoy Top Gear. I like the easy camaraderie and mocking that occurs between the three leads as it only can between people who've been actual friends for years.
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
Clients and agencies must see social comms as more than an invasive add-on, says Ben Caspersz, MD and founder, Claremont Communications.
We find ourselves telling the client what they want to hear, not what they need to hear, says Andy Shaw, account director at Kindred.
Top marks go to environmental campaign group Greenpeace for bringing the parent group of Santander to the negotiating table with a hard-hitting campaign against rainforest destruction in Indonesia.
In an interview on American talk show Tavis Smiley, actor Benedict Cumberbatch caused controversy when he raised the issue of diversity within acting.
It was a story to rival the best Hollywood sci-fi, but this real-life space mission became a global media phenomenon.
Children's charity Barnardo's came under fire after The Sun accused it of paying reality TV star 'Binky' Felstead £20,000 for promoting the charity on Instagram.
Those inclusive, liberal, lefty types at the Green Party never seem to put a foot wrong when appealing to their core constituency of sandal-wearing, muesli-knitting tree lovers. Do they?
It is difficult to know the exact moment to pull the plug and accept that one is in a battle one cannot win, but the comms team at Sheffield United can reasonably be accused of a defensive error with its handling of the Ched Evans debacle.