It may be a display of the world’s finest athletic talent, skill and showmanship on the pitch but outside of the sports pages, the main focus of the World Cup will be on what’s happening off the pitch. I’m talking who wore what, who drove what, who ate where – you get the picture. Every public relations agency will be looking to get its clients a bite of the World Cup cherry.

Not to make a complete generalisation, but let’s face it, PR is predominantly a female industry. And most females, excluding our own self-confessed footie-lover Jane, simply don’t give a hoot about the beautiful game. We’re much more interested in the beautiful guys and gals and how, when it comes to endorsement, they have the golden touch.

We’re no exception – last week Wayne Rooney was seen stepping off the plane onto African soil clutching a Sound Asleep pillow, a product from our own client Comfy Quilts. Cue £££s of amazing national coverage.

Christmas, Bank Holidays, elections, awards ceremonies, Father’s day, Valentine’s day, Mother’s day – if it’s on the calendar, it’s a potential PR story. I’m sure here at Peppermint PR we’re not the only ones with our ears to the ground, or rather eyes to the papers, hunting for the next hook.

However, business talk was soon side tracked by laugh out loud tales from the fashion ladies at Woman magazine. And boy did Peppermint PR get to hear some screamers!

Hectic last minute demands from celebrity brides-to-be, afternoon tea catch-ups with Britain’s best loved WAGs and photo shoots on exotic islands (that’s Barbados, St Ives and Fiji darling). And I thought it was PR that was meant to be the glamorous industry? Well, on the plus side, we are going for our annual Peppermint PR picnic in Dunham Park tomorrow. Though can’t think we’ll be spotting any WAGs by the duck pond.

The ‘alien headed, robot-mannered lollipop’ – aka Victoria Beckham – has had her fair share of criticism in the past. But one thing that VB really understands is fashion.

For a woman who herself admits, “nothing ever comes particularly naturally to me”, she has produced a beautiful collection of chic frocks that are bound to get fashionistas quivering in their Jimmys when the range is unveiled in London this week. They may start at £650 a pop but the classic 50s inspired designs are very wearable, even for those who don’t live on a diet of warm water. Her frocks even have special zips that can be drawn upwards or downwards so that they can be stepped into without pulling on hair extensions or smudging freshly baked St Tropez – wagtastic.

VB’s high-end fashion collection looks to be the best fuel behind the brand Beckham PR machine to date. (Except for her shining, talented husband and the cunningly timed reveal of a new mop crop of course.)