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But the flipside is a whole new medium in which PRs can practise their "voodoo".

According to Rory Lynch, partner and head of reputation management law at Gateley Legal, it is "quite a common tactic" in Hollywood and business disputes to "have PRs on both sides planting negative stories, sometimes false stories, about the opposition".

No ghosts, according to reporting by The Times’ Deborah Netburn — but the PRS does have the skull of a German mass murderer somewhere.

“I got two PRs today, I felt strong overall and I’m confident I can medal in both tomorrow.”

"Our findings can be used for risk stratification of persistent high-risk HPV infections for precision or personalized cervical cancer prevention. We hope to conduct long-term studies on the integration of PRS and genomic risk factors into the continuum of cervical cancer prevention," said study corresponding author Clement A. Adebamowo, BM, ChB, ScD, Professor of Epidemiology & Public Health at UMSOM.