Hugh Fearnley-Whittingstall failed today in his bid to persuade Tesco shareholders to force the store to raise standards for rearing the chickens they buy. Bad luck, Hugh. Or was it? Even though he garnered only 10% of the votes, the publicity generated by his campaign has been enormous. Even his defeat could be a good thing for him, since it will keep the issue in the news for a little longer.
This kind of PR stunt (and I use the term admiringly) is a low-cost way of raising an issue to the top of the news agenda. I'm amazed that more causes and companies don't use similar tactics. Some organisations thrive on their ability to generate publicity at almost no cost. Others throw millions of dollars at advertising agencies. It really is a matter of paying your money and making your choice.
I know what I prefer...
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