Buffalo PR managed two personal appearances on the matter in the same week on BBC's Breakfast News.
But when MD Kerry Hallard and account exec Katie James were filmed with six colleagues drinking in a Soho bar for a five-minute slot, it was not to expose themselves as heavy drinkers.
Rather, as examples of young, healthy women who drink almost twice the recommended weekly limit, it was to educate the rest of the PR industry and the public on the health implications of excessive drinking.
Or so they claim. 'We're not a binge-drinking company,' stresses James. 'But like many career-focused women in their 20s and 30s we try and keep up with male clients by drinking more than is recommended by British health experts.'
'It's a tough job drinking with journalists but if we didn't do it we'd feel like we might miss out,' James added.
'We want to encourage PROs to drink less - especially if you drink so much you can't remember what you said to the journalist you were with.' Here at PRWeek, on the other hand, we kind of like it when that happens.
Breathing is the secret of creativity PROs across Britain are busy plotting ways to steal the thunder from Firefly and Consolidated Communications, the two PR agencies that grabbed places in this year's 50 Best Small Companies to Work For list from The Sunday Times (Diary, 12 March).
Firefly's 'creativity-inspiring power naps' and Consolidated Communications' 'duvet day' policy were cited by the paper as reasons for inclusion in its annual list.
Maybe those bidding for a place next year should take up an ostensibly simpler solution than sleeping to boost staff morale and productivity: breathing.
Pardon? Yes, it's true, breathing can improve creativity; at least according to Sarah Barnes, account director at The Seven Partnership.
Barnes emailed the magazine following our Diary story to assert: 'Just 20 minutes' inhalation of oxygen-rich air will wake up any sleepy execs, get those creative juices flowing and even kick hangovers into touch.'
She clearly has a vested interest, though - her client is Earth Oxygen, which she describes as 'Britain's leading leisure oxygen specialist'.
Plans are afoot, never-the-less, for next week's PRWeek to be produced by an editorial team filing copy from within an oxygen tank.