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
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