According to The Daily Telegraph and Reuters, the ever-so-fond-of-little-boys Robert Baden-Powell's organisation has apparently introduced the PR badge for the first time. Eager beavers will learn how to write a press release and deal with the media.
All well and good. Until collectors of PRWeek dust down a copy of their weekly tome from St Valentine's Day 1997.
'Privatised nuclear power company British Energy has become the first sponsor of the Cub Scouts PR badge,' it reads. 'The company is paying £12,000 a year to sponsor the badge, which will feature the BE logo alongside a mobile phone.'
An 11-year scoop. Diary is beaming with pride.