He was part on the wind-up of course, but after nine years learning my trade as a journalist and press officer in the political world I was baffled and frustrated by such obdurate myopia towards public communication.
I have thought about it a lot since, especially given the prevalence of the view. How do I respond when someone says PR is moonshine again? Why do I disagree with this so fundamentally?
I was lucky enough to grow up in a family where communication, words, literature and music were actively revered. I owe my career and my general outlook on life to this. Many of the people I admire most are writers: Raymond Chandler, Bill Deedes, Charlotte Bronte, Nick Hornby, John Steinbeck and JB Priestley or musicians: Neil Young, Bob Dylan, Gillian Welch, Robert Smith and most recently Simone Felice.
After finishing a particularly good book I would look at the shelves in the wonder of expression, learning and entertainment contained with a book and music collection. PR as a profession based on words, communication and creativity should, like journalism, tap into this sentiment.
Churchill is an obvious case of someone who understood the power of communication. I have a copy of his wartime speeches nestling among the rock songs on my iPod. They are always worth listening to. They present irrefutable proof of the ameliorative power of well chosen crafted words.
In today's world they would count as a form of political PR, which really does put PR in a different context, but an accurate one. Churchill's wartime speeches gave strength, purpose and leadership to a bewildered and frightened country. Without his gift for words, oratory, and ability at PR, the nation's morale and war effort could have faltered. I believe this. Churchill responded to events with alacrity and took to the airwaves to keep the nation informed.
Speed of response is a vital element to PR and Churchill knew this. No doubt those who scoff at PR would rain hoots of derision on this view. They would be wrong. Good PR is about efficient, powerful communication, not falsehood. And Churchill was a master wordsmith which gave his PR eloquence of expression and therefore tremendous impact.
What I concede to those with a dim view of PR, is that bad PR does exist. It is obvious, risible, vacuous and counterproductive.
Andrew Flintoff, the cricketer and a great hero of mine, is veering into this territory with his sign posted, clumsy and rather self serving attempt to use the recent Ashes series to create and promote a mini industry around himself. The celebratory poses and the retirement announcement smacked of being contrived for the media's benefit. Given his selfless commitment and magnificent contribution to England over the last decade this leaves a bad taste in the mouth.
My humble advice to his agent Andrew Chandler would be not to treat Flintoff like one of his golf pros. Cricket, unlike golf, is a team game with a huge informed support base for the national team. Those supporters do not support individuals. It's England that matters. So individuals who appear self serving risk incurring the wrath of the media and the cricketing public they are trying to cultivate. All of which means potential sponsors will be less, not more, inclined to buy into brand Freddy.
The murmurings of discontent have already started with the former England captain Mike Atherton writing well on the subject in the Times. Michael Henderson, the great cricket writer, has also been sharpening his pen. And those who remember Henderson's devastating critique on the career of Graham Hick will not underestimate his power. And this is where PR can go wrong.
It is a delicate balance, but given big Freddy's place in the nation's heart it would be a PR disaster to alienate the public who have such affection for him. No-one denies Flintoff his money making hurrah. But Chandler should deploy more skill to the PR and use it to accentuate Freddy's best qualities. Let Freddy be himself: that is why he is loved, the brand is already naturally created. He is genuine, decent, wholehearted, generous and courageous. By aping David Beckham he erodes that hard earned reputation.
The point I'm trying to make is that providing it is done well, PR is accurate, honest and compelling. It wins hearts and minds. It is essential.

Ben Pinnington is director of Wirral PR firm Artemis