The latest views from PRWeek's journalists, columnists and contributors - and Twitter

Has Unilever ‘lost the plot’ or is it future-proofing its business?

Has Unilever ‘lost the plot’ or is it future-proofing its business?

A fund manager stating that Unilever has ‘lost the plot’ by focusing on brand purpose really got my back up.

Latest opinion

From the Editor-in-Chief: Edelman’s Trust attack on media shoots the messenger – PR pros must play their part too

The Knowledge

Government and media 'fuel a cycle of distrust' according to a somewhat bleak analysis from Edelman that also examines fake news, leadership and the role of business in societal issues.

Jon Butterworth

'There’s always an idea somewhere' – Creative Q&A

PRWeek grills creative comms figures on how they got where they are, their career highlight, solving creative writer's block, and more. Today we speak to Jon Butterworth, creative director at Pace Communications.

Ovo blunder shows cost of uncritical approach to content

There was an audible cringe in the PR industry when Ovo’s email to SSE Energy Services customers containing tips to stay warm made the news this week.

Boris Johnson and Ovo Energy – a tale of two sorrys

There wasn’t a PR in Britain who didn’t feel some sympathy for the well-meaning exec who told SSE’s customers to do star jumps.

Novak Djokovic (Getty Images)

What impact will the Djokovic vaccination drama have on Brand Australia?

The Djokovic and Australian visa/vaccination story has transcended the world of sport and dominated global news feeds for the past week.

Boris Johnson (Photo by Leon Neal/Getty Images)

The Secret Garden (Party): Bunker comms is unsustainable for PM

The Christmas break acted as a fire break for a beleaguered Prime Minister who was getting hit by a steady stream of hugely damaging evidence of Downing Street in lockdown resembling Fresher’s Week at university.

Five Campaigns We Liked in December: your winner revealed

Find out the winner from PRWeek's selection of the best PR and comms campaigns in December – with almost 1,000 votes submitted.

‘Luckily the boat’s captain had some spare trousers’ – Creative Q&A, W's Scott Dimbleby

PRWeek grills creative comms figures on how they got where they are, their career highlight, solving creative writer's block, and more. Today we speak to Scott Dimbleby, creative director at W Communications.

Molly-Mae Hague (Photo by David M. Benett/Dave Benett/Getty Images for PrettyLittleThing)

Molly-Mae’s comms were a symptom of society’s warped commentary on success

At our most charitable, we can call the comments naïve.

Claire Bridges

Enhance your creativity in 2022 – be two-faced

Every January the media return to the not-at-all-new ‘new year, new you’ lists.

Elizabeth Holmes (centre) (Photo by NICK OTTO/AFP via Getty Images)

Elizabeth Holmes scandal: a reminder that PR must protect journalistic independence

The relationship between PR and the press is a vital one. We on this side of the fence need to do everything we can to preserve it.

Want to recruit and retain working-class talent? Ten tips to make a real difference

The traditional January recruit-a-thon is back. Post-the ‘Great Resignation’ of 2021, there’s never been a better time to find new talent. Last year continued the overdue drive for diversity and representation, but one overlooked area is class.

 Five Campaigns We Liked in December

Five Campaigns We Liked in December: vote for your favourite

From a Christmas collaboration to a sartorial dinosaur, PRWeek rounds up its five favourite campaigns from December 2021. Vote below for your favourite – the poll closes on Monday 10 January at 5pm.

 Katy Stolliday

Grief: Support the bereaved, don’t ignore the taboo

I’ve recently returned to work after a seven-month hiatus navigating my life being turned upside-down.

Kate Clark

Where have all the role models gone? Ageism is rife in the PR industry

Most of us in comms learn on the job and the value of a good role model as you develop is crucial.

Roz Ashton

Diary of a volunteer RNLI Press Officer: Intense media training at HQ is no mini-break

This is the final entry in our series following the journey of volunteer RNLI press officer Roz Ashton, in her own words, as she completes her training and sets out in the role. Ashton has lived around the world, worked in advertising and sailed across the Atlantic.

13 worst corporate comms disasters of 2021

PRWeek reveals the biggest reputational flops of the year – from sexist International Women’s Day campaigns to warring cakes and racist 'banter'.

Alex Clough

Brand banter: step back and ask – ‘Why?'

I need to be upfront about my point of view on banter between brands.

PRs: spend less time in cyberspace, more on the phone

Forget faddy diets and vows to make January dry; if you want a New Year’s resolution that’s really going to pack a punch in 2022, learn how to have a natter on the phone.

Harriet Allner

Revolut’s campaign shows why we need to talk about ‘pinkwashing’ in finance

Thanks to the emergence of socially conscious consumers, cause-led marketing is here to stay. But what are the rules of engagement, where should brands venture, and where should they avoid?

PRWeek's tops of the month

Top of the Month: Airbnb CEO gets 'human' tone right amid redundancies

It's not often a chief executive receives positive feedback after announcing a 25 per cent cut in their company's workforce.

Top of the Month: Doncaster Council’s social media team

What do a vicar, a tapas bar in Swindon and fearsome political journalist Andrew Neil have in common?

Top of the Month: Sainsbury's and peers rise to COVID-19 challenge

The coronavirus has been a massive test of whether firms that talk the talk on 'purpose' can walk the walk. In general, UK supermarkets have passed with flying colours.

PRWeek's flops of the month

Flop of the Month: Dominic Cummings

Dominic Cummings: the strategist who was the most successful in the 2016 campaign to leave the European Union; the person who tapped into a pulse of dissatisfaction with ‘metropolitan elites’ to help win the 2019 general election; and, of course, Boris Johnson’s chief adviser – the man the Prime Minister apparently could not afford to lose.

Flop of the Month: Hiscox 'reputation' hit by pandemic

Insurance firm Hiscox has built an impressive brand over the past decade, which made it the insurer of choice for many small firms, including PR agencies.

Flop of the Month: Wetherspoons boss Tim Martin sends wrong messages

In the battle of the UK corporate big beasts, one stood above all others as PRWeek's Flop of the Month.