With headlines such as this http://twitpic.com/9yobjk - or this http://www.politicshome.com/uk/article/56023/daily_express_wednesday_20th_june_2012.html - the first doctor industrial action in 40 years is turning into a public relations disaster.
If not much happens apart from a bit of placard waving, then it's a failure. If the NHS grounds to a halt - which seems unlikely - then it's a catastrophe.
We'll be reporting during the day as doctors make their case. As we provide news for the major medical social media site, www.doctors.net.uk, we will be working to ensure ordinary doctors have a voice.
And when it's all over I promise another posting - maybe setting out what's gone wrong in PR terms.