Lewis: was its whale blog altruistic?

I have to applaud Lewis PR for seizing on the 'whale in the Thames' story, quickly setting up a blog on what was happening, and plugging it during a live interview on Sky News.

Although providing light relief on a Friday afternoon, I wonder what benefit this exercise really brought to Lewis? Was it just PR for PR's sake?

Gioconda Beekman, senior consultant, Peppercom Europe

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