DIARY: A little PR might be on the agenda if industry is to make the top 100

PR firms may be happier places to work in than they once were - duvet days and weekly staff drinks have seen to that. But in what is fast becoming a barometer of good corporate staff treatment - The Sunday Times' annual list of the 100 Best Companies to Work For, published last week - PR firms are notable by their absence.

It wasn't, it seems, a lack of awareness of the media and marketing sectors that led the best-read weekend broadsheet newspaper to overlook the PR world's finest and kindest. Were that the case, ad agency Abbott Mead Vickers, media buyer Carat and publishing houses Pearson and Redwood would not be able to take their staff out as a celebratory gesture.

Given the input PROs have in similar such lists - staff at Lewis were chuffed to see new tech client AIT at number five as a result of their work - perhaps the old adage about PR firms taking their own reputation too lightly still holds true.

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