If you haven’t gotten your Shark Week fix, it’s time to act fast. Shark Week ends on Saturday, and plenty of savvy marketers have already capitalized on Discovery Channel’s most popular week of the year. However, while those marketers were cooking with gasoline, others seemed intent on only burning themselves and their clients with ill-conceived public relations pitches surrounding the death of comedic legend Robin Williams. Capitalizing on shark week? Great idea. Capitalizing on a tragic celebrity suicide? Terrible idea.

Here’s the best and worst from the world of public relations this week, along with some new research showing public relations is not only a growing field but also an industry full of women.

Marketers cash in on Shark Week

Cue the Jaws theme…it’s Shark Week! Along with Discovery Channel’s own Shark Week promotions, this week we’ve seen several marketers creatively piggyback on Shark Week. Our very own Heather Kingry tweeted about Shark Week and received a fun and unexpected response. Here was Heather’s tweet:

Love learning new things and getting scared! Addicted to #SharkWeek

— heather kingry (@yrgnik) August 14, 2014

Season Sardines decided to get in on the Shark Week action and respond to Heather:

@yrgnik Here’s something to learn about that is really good for you #SardineWeek pic.twitter.com/cMdeIXSygi

— Season Sardines (@SeasonSardines) August 14, 2014