Charlie Gard case underlines need for professional public relations practice

The case of Charlie Gard has attracted international attention.

An investigation by The Times appears to highlight questionable practice by the family's closest advisers and spokespeople.

When procuring a public relations practitioner or publicist it is important to select a professional who has an appropriate accreditation. They should also be a member of a professional body such as the CIPR or PRCA, which has a code of conduct that must be adhered to.

You wouldn't hire a solicitor who hadn't passed their legal exams or take medical advice from someone who wasn't a doctor.

There are countless examples of where public relations has been used as a positive campaigning tool based on a clear purpose and value exchange between all parties.

A grieving family lies at the heart of this case and thoughts are with Charlie's parents at this time.