Is this the UK’s most gruelling PR job?From May to August this
year, Kevin Dorrian, principal of Edinburgh-based PR consultancy KDA,
and his team, will organise 101 press events on 101 consecutive days in
100 different locations.
Why? It’s in aid of the first ever Island Race - a ’fun-run’ relay which
will cover the entire coast of mainland Britain, some 4,580 miles in
It starts and ends at Gordonstoun. During the 100 days of the race,
Dorrian and his team will be at every location, liaising with local
media and supporting sponsors’ PR teams, which include Kwikfit.
The event will see teams of 30 runners completing a different stage each
day. A stage can be anything from 27 to 53 miles long.
Dorrian tells the Diary: ’Working in PR for the past 15 years has taken
me the length and breadth of the UK, and abroad, but I never thought I’d
see the day when every inch of the coastline of Britain is in a client’s
At least this somewhat intensive PR job is all in aid of a good
Monies raised from the event, which should top pounds 3 million, will be
distributed among various UK-based charities, including the RNIB, RYA
Sailability - the disability sailing charity - and Sense, which works
with deaf-blind people.