It seems that Cameron hasn’t quite got the hang of how to improve his public image yet. And just when it looks like things might be improving, he makes another mistake that brings his PR campaign back to square one again. The most recent crisis has come from the Conservative Party's auctioning off of five internships. A Black and White Party was held which cost £400 a head and £14,000 was raised following the auctioning of the internships and this caused a bit of a stir with questions being asked about people in privileged positions having better access to jobs. Public relations experts are now left baffled by this event, particularly as it seems to contradict his controversial Big Society initiative. It just goes to show how important it is to have a really clear idea of the message you want to convey before you can launch a successful PR campaign. If you start to contradict yourself, then you will lose your authority and the PR campaign could soon turn into a damage limitations campaign. Have a clear idea of your message and stick to it, to save yourself from the embarrassment that The Conservatives have experienced in recent weeks.