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.