The importance of suitable PR

I read a very interesting article in the Telegraph today, about Bono (of U2 fame) and his anti-poverty foundation ONE.

The piece said how despite receiving almost $9.6 million in donations during 2008, they apparently only passed 1.2% of this to good causes, and used over $5 million for salaries.

The part that interested me the most however, was how they recently arranged a big PR drive for their campaign to gain funding from the Government. New York press rooms were apparently bestowed rather extravagant press packs – including a $15 bag of Starbucks Coffee, a $15 moleskin leather notebook, and a $20 water bottle.

Now, it is possible, and no one’s mentioned it, that the contents of the packs (which were delivered by courier) were donated. But either way the view is that this was a pretty OTT campaign, considering the cause of the organisation.

A spokesperson for ONE said that they felt the packs were necessary to get noticed, buy antibiotics so they seem happy with the decision and there isn’t an agency somewhere being dismissed, but whoever gave the plan the go ahead should next time really consider the entire message their PR is sending out – not just the literal message printed on the release..

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