Drumming up support for worthy causes is a good thing – but that doesn’t give PRs carte blanche to write complete twaddle.

The press release promoting the 75th birthday of the British Polio Fellowship is a case in point.

“Lights, camera, Polio, action!” parped the headline on the release which went on to detail how the fellowship had screened three documentary films about polio at its AGM last month.

Plonking the word “Polio”, a highly contagious viral infection that can lead to death, into the middle of a hackneyed cliché associated with the film industry seems, at best, flippant and lazy.

Surely you can do better than that chaps?