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

In the spotlight

The school curriculum is failing PR and we need to fix it

The school curriculum is failing PR and we need to fix it

Something I've learned since working in communications is that PR has a PR problem.

More …

Latest opinion

When the health of the nation is at stake, are scare tactics the best place to start?

When the health of the nation is at stake, are scare tactics the best place to start?

If there's an especially vicious strain of flu on the horizon, the best way to mobilise people to get vaccinated is to hit them with the fact that flu can kill, right?

Seven guaranteed ways to annoy a journalist with your pitch

Seven guaranteed ways to annoy a journalist with your pitch

As a journalist, I receive more than 200 pitches in my inbox every day and when you're wading through swathes of emails, you become cut-throat.

Why Lynne Franks is wrong about influencer marketing

Why Lynne Franks is wrong about influencer marketing

"Influencer marketing is just meaningless and will burn itself out," says Lynne Franks in yesterday's PR Week article.

The Government is on a fool's errand telling the NHS to toe the line on Brexit comms

The Government is on a fool's errand telling the NHS to toe the line on Brexit comms

Arms-length body (ALB) PRs are well used to Whitehall edicts, not to mention a mountain of red tape if they want a ministerial blessing for large announcements, but on the face of it, the warning to stick to the Brexit script looks like micromanagement on steroids coming from No 10.

Brands set 2020 as the date to deliver a better future and now it's almost here

Brands set 2020 as the date to deliver a better future and now it's almost here

The pace of change has escalated so much since many businesses set 2020 as their sustainability goals' target date that we need a new gauge for 'progress'.

The Tories' 'chicken Corbyn' meme is a fowl mess but are we missing the point?

The Tories' 'chicken Corbyn' meme is a fowl mess but are we missing the point?

From a creative standpoint, it's very easy to tear apart the Conservative Party's meme depicting Jeremy Corbyn as a chicken. So let's start with that.

How to work with clients on a budget in MENA

How to work with clients on a budget in MENA

A downward turn in spending means communication houses have to adapt as businesses shrink their budgets.

Asking journalists to sign NDAs before you give them a story is illogical - and has wider implications for news

Asking journalists to sign NDAs before you give them a story is illogical - and has wider implications for news

Have you heard the one about a PR who asked a journalist to sign an NDA? It made a good story...

Are we still spending £100m to get ready for Brexit?

Are we still spending £100m to get ready for Brexit?

It's more complicated than it seems.

City & Corporate: The PR industry often denies it, but superficial indicators count

City & Corporate: The PR industry often denies it, but superficial indicators count

Messengers matter more in a networked world; understanding an influential spokesperson's qualities is essential for effective corporate communication.

Trendspotting for PR practitioners: Tips and tricks

Trendspotting for PR practitioners: Tips and tricks

Most brands want to "break the internet" with their content and it is our job as PR practitioners to get them as close to achieving that as possible. But before that, we must first have an understanding of what trends are and how to distinguish them from fads.

The power of healthcare comms can work for the greater good on a global level

The power of healthcare comms can work for the greater good on a global level

This autumn's Global Fund Replenishment Conference provides a powerful and timely reminder of why we work in healthcare communications.

Brace yourself for a bumpy ride in public affairs this autumn

Brace yourself for a bumpy ride in public affairs this autumn

Most new Prime Ministers can expect a honeymoon period, but Boris Johnson will spend his first months in office focused on the UK's divorce from the EU.

Police social media officers - what's the point?

Police social media officers - what's the point?

What does a police social media officer do all day, and is it of any value? A recent article by The Sun suggests not, and the response to it shows others have their doubts.

The secrets of work-life balance at virtual agencies

The secrets of work-life balance at virtual agencies

Today, the notion of trust is constantly questioned in multiple ways and this lack of trust, in people and eco-systems, is seeping into the workforce - cue 'the crisis of confidence'.

Flop of the Month: Home Office chicken shop knife crime campaign leaves bad taste

Flop of the Month: Home Office chicken shop knife crime campaign leaves bad taste

It's a crying shame the hugely important Home Office campaign against knife crime has been dominated - and partly undermined - by a major PR misstep.

PR measurement: stop reviewing, start planning - and share your ideas and experiences

PR measurement: stop reviewing, start planning - and share your ideas and experiences

In the third of a series of columns from our partner AMEC, Jon Meakin argues that truly effective evaluation calls for honest and open analysis of what didn't work as much as celebrating what did

Empowering people to apply the 'lens of creativity'

Empowering people to apply the 'lens of creativity'

Creativity and innovation are the heart and soul of any company or organisation that wants to remain relevant.

Could communicators have helped Bury FC?

Could communicators have helped Bury FC?

On Boxing Day 1992, I attended my first football match. I remember vividly the ritual of travelling to Burden Park to watch Bolton Wanderers for the first time and the excitement about seeing a team on the up.

Agency Doctor: Not interested in the financial detail of your agency? You need to get on the case, now

Agency Doctor: Not interested in the financial detail of your agency? You need to get on the case, now

Cash really is king in agency life, so you'd better make sure that you have an excellent handle on its critical role in, and flow throughout, your business.

Seeing red: what gets you fuming?

Seeing red: Don't pass the buck to PR professionals, we are not salespeople

Seeing red: Don't pass the buck to PR professionals, we are not salespeople

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.

Seeing red: Charities are not helping their cause by ducking criticism

Seeing red: Charities are not helping their cause by ducking criticism

Charities need to face up to criticism and communicate more effectively, says Russell Hargrave, media manager at NPC

Seeing red: Everyone loses in a badly run pitch

Seeing red: Everyone loses in a badly run pitch

Only well-run pitch processes give agencies the chance to present their best work - to the ultimate benefit of the client.

Seeing red: Don't underestimate the power of a wordsmith

Seeing red: Don't underestimate the power of a wordsmith

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.

PRWeek's tops of the month

Top of the month: Skittles' sweet response to Trump Jnr's refugee analogy

Top of the month: Skittles' sweet response to Trump Jnr's refugee analogy

Confectionery brand Skittles showed less can be more when responding to a tricky comms situation.

Top of the month: Team GB and BOA triumph at Rio 2016

Top of the month: Team GB and BOA triumph at Rio 2016

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.

Top of the month: How did Pokémon Go catch everyone's attention?

Top of the month: How did Pokémon Go catch everyone's attention?

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'?

PRWeek's flops of the month

Flop of the Month: Sports Direct boss Mike Ashley (he was basically asking for it)

Flop of the Month: Sports Direct boss Mike Ashley (he was basically asking for it)

Sometimes, PRWeek's UK team has a tough time selecting its Flop of the Month.

Flop of the month: Sir Philip Green's interview technique

Flop of the month: Sir Philip Green's interview technique

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.

Flop of the month: Sir Elton John versus the media

Flop of the month: Sir Elton John versus the media

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.