The contender for the most ill-timed PR dispatch was sent by Brazen PR after we reported that it had started work on a makeover job for the Stilton Cheesemakers Association.
Brazen director Emma Thornley defended the move after hearing that the cheese had cause a real stink with a deft switch from the negative to the positive: 'It was sent by overnight courier to avoid that! If you're struggling to think what to do with it, I have a million and one recipes - pizza is very nice.'
Meanwhile, classic raincoat firm Mackintosh chose the heatwave to reveal its first external PR hire. Iroquois has been appointed for the launch of the Mackintosh autumn range and a new London store. Iroquois fashion director Gary Bott said that autumn fashion work had to start in the summer.
Bott appears to be at the forefront of those praying for rain.