Flack: Flack's Week

The recent PRWeek consumer league tables released last month had the agency headed by Matthew Freud top of the tree again.

So how does he do it? According to anonymous sources in the Daily Mail, writing your own stories for clients in the UK's biggest daily paper could help. One former News International hack said of Rebekah Brooks' days at The Sun: 'If (Freud Communications) called the newsdesk with a story, you had to run it. If you told them it wasn't a story, but just a piece of PR fluff, they would phone Rebekah's office, the reporter would be told off and the story would go in as Freud wanted it.' ...

Hindsight is wonderful. Back in January David Cameron was lauding Andy Coulson and the Tory comms operation as 'very proper, transparent and decent'. Tellingly, those three adjectives were mysteriously missing from Cameron's stuttering defence last week of his decision to hire Coulson ...

Flack also wonders if the anonymous Tory source that told PRWeek: 'Compared to (Damian) McBride, Coulson is a saint' has had recent cause to reconsider the apparently angelic nature of the former News of the World editor? ... Finally, talking of back-pedalling, we hear that Virgin Atlantic's corporate comms director Greg Dawson will join 6,000 riders on a 130-mile ride through France's Massif Centrale mountains in 100 degsF heat on 17 July, raising cash for Cancer Research.

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