With the news that the World Health Organisation has declared Swine Flu as the first pandemic of the 21st century, it will be interesting to see what the media take up is on this story. Research commissioned by PRmoment on 29th May demonstrated that as the number of worldwide cases increased, so media coverage (worldwide) decreased. However, the site of the WHO Director General Dr Margaret Chan announcing the pandemic status will surely now lead to increased media coverage, at least in the short term. Presumably in the UK this may, in a private moment, be of great relief to Gordon Brown who can attempt to move on from the expenses scandal. The Prime Minister can again reach for his “superman” cloak to attempt to save the world from another crisis. (Oh how I wish I was a cartoonist right now!) For our non UK readers, I should explain that our Prime Minister made a bit of a Freudian slip and proclaimed that his policies in fighting the global financial crisis had “saved the world.”