Diary: Pitcher is short of a few lunch dates

Fed up with the 'disgusting institution' of the business lunch, Luther Pendragon founding partner George Pitcher uses this month's edition of the CIPR's in-house magazine, Profile, to rail against PRWeek's own celebration of the institution through the Let's Do Lunch column (about four inches to your right).

Pitcher, who recently wrote a rip-roaring review of The Garrick Club for the column (PRWeek, 28 January), questioned how Let's Do Lunch sat with your favourite trade journal's efforts to promote 'a profession... dogged by its public perception as a job for airheads, whose only function is to fix lunch with journalists'.

'What is so enjoyable,' he asked, 'about lunching with someone in whom you have no personal interest and on whom you have to concentrate to the exclusion of all else, if only to stay awake?'

Cornered, Pitcher tells PRWeek he has yet to experience a backlash from the article or his clients and, in fact, was rather hoping to elucidate a different response. 'I wrote it out of spite at the fact that no one ever invites me to lunch any more,' he reveals.

Soon to celebrate his 50th birthday, Pitcher hopes the PR community will heed his 'cry for help'. We call upon PROs to get out their company credit cards to ensure he doesn't waste away.

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