By James Knight.

I call it haughty, arrogant behaviour has it damaged their reputations?

Anybody can apologise after the event but celebrities, MPs and scientists should think before they break the lockdown. There seems to be an exclusive club of lockdown breakers, you just need to be famous to join the Lockdown Club.

I have approached some of the club’s members resulting in awkward conversations, where they go on the offensive, some of them saying ‘why should we apologise?’ Total arrogance.

CEO of the club is Dominic Cummings, no apology, absolute disgrace. Other members include Amanda Holden who said she did not know that driving from London to Cornwall was breaking the lockdown; Labour MP Steven Kinnock, who drove from Aberavon in South Wales to London, see his father and posted a picture of himself sitting on a chair outside his father's London home.

Despite interviewing several people about their own lockdown indiscretions, Sky News’ Kay Burley held her birthday party at a London restaurant with colleagues Beth Rigby and Sam Washington. All members of the media, all should know better but set yet another bad example.

Queen of Lockdown Club Rita Ora had a birthday party in Notting Hill Gate restaurant with over 20 people attending, subsequently fined 10,000 pounds.

Quite a club.

The question I raise did any of these folks think hard before acting like they have? I guess the answer is no. In many instances they did not even admit any wrong doing. Another question might be ‘is there any way back for their reputations?’

We have all had to give-up our freedom could not see family or partners, I have personally, this is the price we have had to pay, get through these bad times.

They deserve all the bad PR they get.

Professor James Knight is an international businessman, public relations practitioners and academic. He was Fellow of Bournemouth University Public Relations School, guest speaker at Judge Cambridge, Surrey, Bath and Reading, International Mentor for Oxford Brookes on Hospitality. He is a Fellow of CIPR and the Society of Public Relations of America, as well as a fellow of the Institute of Directors. He sat for two years on one of Britain leading Cardiology Committees at Barts and is an Ambassador for Barts.