In the latest issue of FH's quarterly magazine, Off the Record, Whitehead - a former trade union PRO and Labour activist before the 1997 poll - provides a critique of political PR in the past decade, in an article titled Spinning in its Grave?.
'Spin became a parody of itself,' blasts Whitehead, who will cause hackles to rise among the hacks he and his colleagues no doubt used to berate, by stating: 'Before we paint journalists as the white-hatted heroes of this western, let's remember that they were the bastard progeny of spin in the first place.'
But he then turns his fire on PA professionals, saying: 'The new cynicism has made lobbyists the Slytherin house of the political world.
'The legacy (of Labour's spin obsession) is that people distrust PR practitioners, politicians and lobbyists more than ever.'
Harsh words, Hagrid.