Despite rumours that last week's Dome diamond raid was, in fact, an elaborate stunt pulled by the NMEC, de Beers or JCB, the latter had the kind of week you just can't plan for.
Not only was the press office of the heavy equipment manu-facturer busy fielding calls on the scuppered raid, its chairman and managing director Sir Anthony Bamford spoke at the CBI conference. There has also been much coverage of JCB's role in the post-floods clear-up.
JCB staff deny that it was actually the biggest ever news week for the loveable yellow and black brand. But John Palmer, head of press and PR at JCB, admits he had a busy day after the raid, planning the press ads and competitions, which appeared later last week.
'There was a lot of gloom, and it was the one bright story of the week,' Bamford says. 'We like to think that we've got a sense of humour about our business,' he says, adding that if you aren't in the market for a bulldozer, 'we're into brand extension'.
So - a back hoe digger or JCB leisurewear for Christmas?