Since Englishman Ben Southall was named winner of the Tourism Queensland "Best job in the world" competition, the PR industry has been quick to praise the campaign and talk about the power of PR. As an example of the global reach mass communication now has via social media, it's almost flawless.
UK PR guru Mark Borkowski posted on his blog "The campaign, run by Tourism Queensland, is a fine example of PR left to do what it does best – spread a positive story as far and wide as possible in a glowing light. And you don’t get a much more glowing, positive light than in Australia, thanks to the ‘can do’ attitude of the Australians and the sunshine. The story behind this job spread virally throughout the world with a little careful placing on YouTube and Facebook – ‘The Best Job in the World’ was a fantastic hook to take advantage of social networking with."
He's right. PR with the right idea, strategic timing and the bravery (client-side) to allow the public to make the message or event their own, is unbeatable in terms of return on investment.
It's been a brilliant advertisement for PR the whole industry can use.
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