MEDIA: WHAT THE PAPERS SAY; PR badge puts seal on Scout’s honour

The story of the latest Scouting proficiency award, which made an appearance in all the national newspapers, originated from the pages of PR Week via the Evening Standard. All articles carried the fact that the badge’s motif is a mobile phone with quotes from the Scout Association. All but the Daily Mail outlined the tasks to be covered to gain the badge. The Daily Express and the Guardian profiled Lord Baden-Powell as PR-friendly.

The story of the latest Scouting proficiency award, which made an

appearance in all the national newspapers, originated from the pages of

PR Week via the Evening Standard. All articles carried the fact that the

badge’s motif is a mobile phone with quotes from the Scout Association.

All but the Daily Mail outlined the tasks to be covered to gain the

badge. The Daily Express and the Guardian profiled Lord Baden-Powell as

PR-friendly.



But the writers now have some favoured images of PR. The Standard, Daily

Express and the Guardian held Max Clifford up as the example of a ‘PR

person’ while both the Express and the Telegraph described PR people as

‘spin doctors’. Third parties brought in to quote included Jane Atkinson

and former Scout Richard Branson.



Columnists, Leslie Thomas and Sir Bernard Ingham, Daily Express, and

Keith Waterhouse, Daily Mail acknowledged their own Scouting past while

Richard Littlejohn (also Daily Mail) was the odd one out.



Evaluation and analysis by Carma International. Cuttings supplied by The

Broadcast Monitoring Company. ‘What The Papers Say’ can also be found

at: http//www.carma.com/carma



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