The organising committee’s PR team had to manage comms for the most ambitious logistical exercise undertaken in the UK in peacetime, while under the glare of the global media spotlight.
But despite years of negativity in the press, when the time came, the Olympic and Paralympic Games silenced even the harshest of critics.
The campaign was focused and meticulously planned. It displayed shrewd use of internal comms to make sure the sizeable freelance workforce was on message.It also deftly handled the additional pressure of social media that no other organising committee had faced to such an extent.
It met its first objective, which was to raise £2bn of private money. It got the law changed, to give an unprecedented level of protection to the sponsors, something that is likely to be a blueprint for future Games.
And all of this was done with very little use of traditional advertising, proving that PR can take the lead at the highest level.