PR should always be driven by business objectives…
The ‘Best job in the world’ story broke on January 12, 2009. As a result, more than 30.000 people posted their one-minute job application video in a bid to become caretaker of Hamilton Island, a tropical Island off the coast of Queensland, Australia.
But how many people will remember ‘Hamilton Island’ in a few months from now?
The micro-site where visitors landed, had a great focus on the candidates. However, the information about the Queensland area itself did not really feed back into the campaign.
A content plan could have helped make the content much more ‘social’. For example, highlighting Flickr links to loads of great photos, being able to download and take videos away with you, and so on. Doing this would have provided a clear link between the job, the candidates and the area itself.
Since this link was not established throughout the campaign, I wonder if Ben Southall – who ended up winning the contest – can make up for this in this daily blog! I think people will want to see him ride a few more ostriches, and will not be bothered too much with whatever else he has to say about the local color.
It would be a damn shame to see a PR campaign, which generated so much valuable publicity, not fulfill its business objective!