The Welsh rugby PR machine that made such a success of promoting the national side's new shirt is nowhere to be seen on page two of the Llanelli Star's current edition.
As a refreshing change from Henson-mania, the Star offers up a public relations nugget concerning a Welsh sportsman who's got something Gavin hasn't, a European championship win.
To highlight the National Lottery's fulsome backing of London 2012, 400m hurdler David Greene was happy to prepare for some Cardiff publicity.
Olympic
And the Star was good enough to mark the fact with its September 15 story Hurdler's Olympic Chat.
Only a few weeks ago Effective Communication was involved in another media task which saw Paralympian swimming champion David Roberts promote some South Wales National Lottery activity.
Publications such as the South Wales Echo and the South Wales Argus were more than happy to help spread the word.
It shows that there's more to PR life than a man who's not played his chosen sport for 18 months. And you ain't gonna see David Greene in dancefloor sequins any time soon.
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