In this spirit, University College Falmouth has created the 'first sixth form PR award' in an effort to award youngsters practising the noble art.
In addition to the honour of being the UK's best school-age PR practitioner, the winner will receive an Apple iBook computer.
The clever bean will also qualify for a contribution of £500 towards the fee for enrolling on University College Falmouth's new public relations degree course. Falmouth does not like to see talent go to waste.
The competition is open to any year 12 or 13 student currently studying at school or further education college.
Entry is simple: a 1,000-word submission on a PR or publicity campaign the student has run in the past, or a PR or a campaign the student is currently running (or plans to run). More details at falmouth.ac.uk.