Is Cameron chicken?

In an age old PR tactic, David Cameron has been the latest victim of chicken-stalking. The man in a chicken suit, who has been following Cameron for a week, was sent by a national tabloid to generate PR for the paper and pose some questions to the potential primeminister. Cameron hugged, then beheaded, I mean removed the mask of, the chicken. Chickens have also stalked Winston Churchill and George Bush, accusing them of being too 'chicken' to engage in certain issues.

Knickers for Andrex

According to PR Week, 'the media in general do not want to write about toilet paper'. So Andrex had to create something newsworthy for the launch of their new Andrex Shea Butter bog roll. And they did. It was knickers. With shea butter lotion incorporated into a back panel. There were obviously photo opportunities (see photo) with the typical 'blond girl in pants' images, but they've also sold 350 pairs of the knickers, found endorsement from a psychologist who is a specialist in underwear(!), and celeb Atomic Kitten and Celebrity Masterchef winner Liz McClarnon was the bottom of the campaign. A pretty standard consumer PR campaign. So if I see any of you slipping off your seats in the lecture I'll know what you're wearing...

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?

Lots of you will be inspired by this module (no, really). You'll listen to the guest speakers, see how much they love their jobs, be inspired by the creativity that PR can embrace and and be thinking that PR is the career for you - BUT, according to PR Week, their are now 48 applications for every graduate vacancy. Read the article here to find out why the number of places is falling while the number of eager graduates is climbing, and to hear from graduates about how they got the job of their dreams. Also do come and talk to me if you need any help or advice.

Lego have invited 5 agencies to pitch for their £175,000 account, to strengthen their brand credentials. At a time when 'snazzier' toys with batteries or on computer screens are competing with this very traditional brand, what would you do for Lego (and for £175K)?

Interestingly the biggest publicity Lego are likely to get this year probably wasn't prompted by their PR agencies at all: James May (Top Gear) is building a Lego house. A full size Lego house he plans to live in. Check out the Daily Mail (perhaps the first and last time I will link to this rag) for the story. Now that's the kind of creative thinking we're after....