By James Knight.

If you want to find yourself some bad PR right now why not take on the NHS? That seems to be the Government's strategy. As a member of the public I feel one per cent pay rise is a real slap in the face for staff.

As I have said before, without our wonderful NHS we would have almost certainly seen higher rates of death and serious illness during the pandemic.

Staff, from nurses to administrators, work long shifts, under conditions we cannot imagine, to save us.

From a PR point of view, the Government has managed to shoot itself in the foot when it comes to public opinion.

Just as they were basking in the vaccine glory, now they have lost that good PR again.

Why not first of all agree the 2.1% recommended arrangement, then look at extra payments. For example, give NHS staff a £500 one off payment tax free and then promise to look at their whole salary arrangements?

When the Olympics was here Danny Boyle, in his wonderful ceremony, celebrated the history of the NHS and nurses, great PR worldwide. Short memories is what I say.

You would think Boris would have some empathy towards the NHS staff, after what happened to him.

Unison, the Royal College of Nursing and the Trusts body all agree with more money, they cannot all be wrong.

I will say whoever is advising you Boris really are not giving you the right advice as bad PR seems to be the order of the day.

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.