Incredibly, from the many conversations about the topic I've had recently with businesspeople, journalists and comms professionals (and yes, I probably am guilty of living within a metropolitan media bubble), there is a growing sense of fatigue with corporate purpose.
I can still recall a question from my economics A-level exam 30 years ago; is economics an art or a science?
Culture and PR go together like peas and carrots, and never is this truer than with the much-loved media hijack.
PRWeek has partnered strategy and insight consultancy BritainThinks to take the temperature of the nation and its response to politicians' attempts to win their votes in the weeks leading up the general election.
One of Labour's leading advisers recently did an audit of the plans for digital campaigning and, after a full presentation, still wasn't satisfied. When asked why, they replied: 'The strategy can't be the right one - I've never seen one of our ads.'
Twitter's ban on political advertising plays to its strengths, but what does it say about Facebook's position and the and the future of political advertising on social media platforms?
With the festive campaigns from big retailers set to be released imminently, we ask some top creative PR minds to gaze into their crystal balls and take a punt on what to expect.
At most large corporates, the idea that diversity and inclusion isn't just the right thing to do, but 'makes business sense too', has become a mantra, with 'D&I' getting dedicated channel and comms space.
I have a confession to make. As much as I love a brief with chunky budget attached, I also adore, perhaps even more, the challenge of trying to conjure PR magic out of nothing.
I respect Andrew Grant. He runs a successful company, and in my dealings with him, he has always been a clever, insightful man who doesn't take himself too seriously.
This was supposed to be a good week.
80s reference time! Long before RuPaul sassed up our screens on Drag Race, Dame Joan Collins ruled primetime television as Dynasty's delicious mega-bitch Alexis.
The All Blacks head into Saturday's semi-finals as favourites - or at least that's what England's head coach wants you to believe. Eddie Jones' handling of the media is a masterclass in taking pressure away from your players.
Coldplay have always been a bit of 'Marmite' band: to fans they are one of the world's finest; to detractors, they produce 'music for bedwetters'.
The public affairs industry needs to change; that much is clear from the polling we've done of women working across the sector.
The notion of a study-work-retire life pattern is becoming increasingly old-fashioned as more of us try out different careers, travel the world, or begin new relationships in our 50s, 60s, 70s and 80s.
We need to change the mindset towards crisis preparation in the Middle East, says Nic Labuschagne, regional lead for crisis and issue management at APCO Worldwide.
During the past 10 days Extinction Rebellion has taken over our capital city and conducted a sustained, high-profile, high-impact campaign, that I think few of us have ever seen in London before (apart from the last one!).
They all excelled in their own fields, but this year's crop of PRWeek UK Award-winning campaigns deployed an impressively wide range of techniques and approaches.
To campaign or not to campaign? Is that the question? When I first started out in my mental health career, campaigns were rare. If I'm honest it felt more like activism in those early days, a sense that we were fighting to get mental health acknowledged.
Why is it that internal comms is so often external comms' poor relation - the place where half-baked creativity goes to die? It makes no sense.
I find it extraordinary that public relations is an industry many struggle to understand and define, especially when it comes to our role with sales.
Charities need to face up to criticism and communicate more effectively, says Russell Hargrave, media manager at NPC
Only well-run pitch processes give agencies the chance to present their best work - to the ultimate benefit of the client.
Anyone can string a sentence together, but don't make the mistake of thinking anyone can do it well, says Wyn Matthews, editorial manager at Word Association.
Confectionery brand Skittles showed less can be more when responding to a tricky comms situation.
Team GB and the wider British Olympic Association played a blinder in August. Aside from the athletes' medals haul, the reputation management and comms were gold standard.
There is, famously, no 'I' in 'team', but the extraordinary way in which the Pokémon Go phenomenon has played out this month leads to the question: how much 'PR' is there in 'viral'?
Sometimes, PRWeek's UK team has a tough time selecting its Flop of the Month.
Sir Philip Green's summer has gone from bad to worse. First he was grilled by select committees on the demise of BHS, with his prickly demeanour not going down well.
Although there may be legitimate reasons for doing so, trying to muzzle the press with court orders has a nasty habit of backfiring on celebrities who take this course.