Ben de Lisi is redesigning hospital gowns while the Design Council is updating hospital beds as 'pods': the latest PR inititative by the Department of Health to update its image as a souless institution which doesn't care if it embarrasses its patients. Generating coverage on the BBC, in the Times, Guardian and Independent, on fashion websites such as FabSugar, and around the world. Click here to see the original press release as an example. What make this a success? Famous names in unusual surroundings, human interest and the chance to publish photos like this one.

Last week's Cheltenham Gold Cup was an example of PR extroardinaire. Efforts to lure punters back to the bookies and the race course, and expand these audiences to women and younger race goers, included creating a newsworthy story around the epic battle between the two front runners Denman and Kauto Star - in an attempt to create emotional connection through the narrative of the race. Thousands of beermats featuring the two superhorses were distributed to get people talking in pubs, but press releases also went to women's lifestyle magazines and other titles not known for their love of horses. Charity celeb races (including the ladies' race featurng Elisabeth Murdoch, daughter of media-mogul Rupert and wife of PR man Matthew Freud) were also included for more free PR. This Guardian article tells you more about the PR behind the races - but doesn't tell you that, in the end, the race was one by neither of the two favourites but by 7-1 option Imperial Commander.

We talk about corporate reputation management, we talk about the rise of activism, we talk about how activists can best leverage new media: here's an example from Greenpeace against Nestle, focussing on the 'killer' KitKat and its use of palm oil, which allegedly destroys rainforest through extensive monoculture. Consider this in light of Nestle's recent decision to make KitKat fairtrade. This and other examples are the kind of thing you can use to illustrate points in your exam answers. Watch the Greenpeace video that the ManagementToday article above links to - do you think Greenpeace have taken the right route?