Calacus has been appointed by Brian Cookson, the current President of the Union Cycliste Internationale (UCI), to run his re-election campaign.

Cookson, who became President of the world governing body for the sport of cycling in 2013, is standing for a second term on a platform to drive growth across all cycling’s disciplines, accelerate international development and champion cycling for transport and leisure.

He also aims to build on the restored credibility and best practice that he has overseen since becoming President.

PR Moment: You must constantly update your skills to thrive in modern public relations

Do you need any qualifications to succeed in PR?

Well, of course, they aren’t mandatory, but they can certainly help. And this doesn’t mean getting a PR degree or gaining a PR qualification just at the start of your career, but constantly updating your skills.

After analysing top communications professionals throughout Europe, the European Communication Monitor findings suggest that making the effort to continue gaining knowledge will benefit your career.

David Alexander, managing director at agency Calacus Public Relations said: "I took it upon myself to learn as much as I could and over the course of time, there is now a lot more in terms of resources for PR newbies to learn from.

“I also committed to taking the CIPR Chartered Practitioner qualification and worked hard to ensure I passed it first time.  

Calacus appointed by international gaming company Letou to promote Swansea FC partnership

Calacus has been appointed by international gaming company Letou to promote their shirt sponsorship of Premier League football club Swansea City for the 2017-18 season.

Calacus will launch Letou’s consumer-facing campaign ‘Letou Goals for Good’ which will promote their sponsorship to support local charities in South Wales.

Letou will feature on the front of home, away and training kits with branding visible at the stadium and all marketing materials.

BBC: Calacus discuss the latest Tiger Woods scandal

Tiger Woods was charged with Driving Under the Influence (DUI) late last month, which he blamed "an unexpected reaction to prescribed medication".

He maintains that alcohol was "not involved" in the incident but after a catalogue of embarrassing incidents, is this the end of his golfing career?

Calacus Managing Director David Alexander was invited to discuss the issues along with legendary golfer Bernard Gallagher on the Victoria Derbyshire show.

The story dominated the news agenda with Calacus also asked to comment for the flagship BBC News bulletins.

PR Week: Are PRs at football clubs right to shield players from the media spotlight?

In football you encounter some "overprotective" and "paranoid" comms people who can make life difficult, says BBC News sports editor Dan Roan - but PRs argue it is understandable that clubs shield players from the media spotlight.

"Sadly, over time, trust between the media and football clubs has been eroded and that can make life difficult [for journalists]," said Roan. 

David Alexander, founder of Calacus PR and former football journalist, said that before the proliferation of smartphones and when the internet was in its infancy, footballers were a lot more relaxed whenever they were in the public eye.