Diary: Al Gore can sleep soundly tonight

The Daily Mail makes a habit of cooking up a storm. It is what it does best and why it manages to retain such a secure and loyal readership.

Diary is less inclined to develop dangerous weather patterns in tea-holding vessels, but nevertheless managed to do so last week with off-the-cuff comments about an agency that tried to worm its way to a PRWeek Communicator of the Year Award (Diary, 6 June). A number of small agencies complained about the offending article's 'disparaging tone' towards small agencies, perhaps not appreciating fully the tongue-in-cheek nature of this page.

Nevertheless, Diary is happy to allow Image Line comms head of PR Sarah Chase to put the record straight and tell us how it all happened:

'A nice, albeit overzealous, intern has been learning how to use our email distribution system. With what I am crediting to his enthusiasm (and not a practical joke - since he hasn't known me that long), he thought he was doing me a favour by nominating me for your Communicator of the Year award.

'While I'm honoured at the enthusiasm of my staff, I'm certainly not deserving of this award. My sincere apologies to all - most especially to (last year's Communicator of the Year) Al Gore.'

Refreshingly candid - a lesson in the PR retraction.

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