And the award for this week’s PR gaffe goes to…

David Cameron…No, not quite... In true Ascot form he was pipped at the post by the Care Quality Commission’s (CQC) media manager, Anna Jefferson.

Yes, while our PM’s thoughts should have been on the Syrian crisis or international tax transparency it was instead on his stomach – tweeting to the nation the salubrious delights of the G8 dinner menu.

Good work Mr Cameron, I’d love a Kilkeel crab, prawn and avocado salad but you must try harder than that if you’re to outdo poor old Anna. "Are you kidding me? This can never be in the public domain nor subject to FOI (a Freedom of Information request)." she was alleged to have said.

Just doing her job? Maybe; but some things, including naming those responsible for the deaths of new-borns, surely cannot be covered up and dealt with after thumbing through the ‘how to manage a PR crisis’ handbook.

While Ms Jefferson isn’t totally to blame here, bosses Cynthia Bower and Jill Finney are also ‘outed’ in the recent report about the deletion of an internal review on the CQC inspections of University Hospitals of Morecambe Bay NHS Foundation Trust. But, as media manager she gets our vote.

Which brings us to this week’s PR tip – a crisis doesn’t warrant a cover-up, stakeholders should always come first.

In the fulcrum between what happens and what the public sees, hears or reads there is always going to be murky waters. But murky waters need to be clarified when the NHS, that belongs to all of us, has been brought to question and particularly when mothers have lost babies.