Opinion: Letters - Media treat PR as if it was the occult

With the story about its 'new' PR badge (Diary, 18 January), the Scouting movement has learned a valuable lesson in achieving great ROI - by recycling old stories and repackaging to gain new coverage.

Sadly though, having had a quick glance at the coverage, it seems that the press chose to apply a somewhat negative slant to the story in respect of our profession. You might have thought the media would welcome a charity's ability to be able to use its own members to do its PR for them, instead of resorting to 'expensive consultants'.

But it seems PR is the work of the devil, and the merest whiff of a brightly embroidered PR badge is seen as enough to convert previously unim- peachable kids to the occult.

On a more positive note, as the originator of the very first Scouting PR Badge initiative in 1997 (I was a regional PRO for sponsor British Energy), it is good to note that we can all count on PRWeek to keep the record straight.

Rob Cohen, European communications director, Mundipharma International.

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