Workplace fatalities among employees or suppliers can harm a company’s reputation: especially if they are seen as a symptom of corporate irresponsibility.

The new chief executive of the Chartered Institute of Public Relations: has ambitious plans for the organisation and - if a career that has taken in the full range of comms discipline and corporate battles is anything to go by - she has the drive to see them through.

Who: Emirates Airline Objective: To create a high profile sponsorship with a brand that complemented and enhanced its own.