An effective PR operation can get you far in politics. Which is perhaps why the anti-euthanasia organisation Living and Dying Well decided to appoint PHA Media to take charge of its communications ahead of a landmark vote on the legalisation of assisted dying later this year. The PR company has until recently worked for the pro-euthanasia lobbyists Dignity in Dying. PHA Media said that the team working with Living and Dying Well had been chosen because they shared its views. Presumably that will not include PHA’s chairman, Phil Hall, former editor at the News of the World, who is in favour of legalising euthanasia. This week he told us he stood by comments last year when he said the world would be a “better place” if changes to allow assisted suicide came into force, alt