DIARY: PRWeek team drinks up Amstel’s PR

It was bound to happen sooner or later: PR finally caught up with PRWeek. We were sitting in one of our favorite post-deadline haunts when two glowing, curvy women in Amstel Light garb approached us. ’Hey, tonight is Amstel Light Night!,’ they said, enthusiasm seeping from their pores.

It was bound to happen sooner or later: PR finally caught up with PRWeek. We were sitting in one of our favorite post-deadline haunts when two glowing, curvy women in Amstel Light garb approached us. ’Hey, tonight is Amstel Light Night!,’ they said, enthusiasm seeping from their pores.

It was bound to happen sooner or later: PR finally caught up with

PRWeek. We were sitting in one of our favorite post-deadline haunts when

two glowing, curvy women in Amstel Light garb approached us. ’Hey,

tonight is Amstel Light Night!,’ they said, enthusiasm seeping from

their pores.



’We want to take a picture of you drinking Amstel Light!’



While PRWeek staffers are no strangers to the paparazzi’s flashbulbs, we

found it enormously flattering that a pair of well-scrubbed lightweights

would want to photograph us hunched over a beer in a dimly lit dive.

Still, we weren’t about to let them off the hook that easily. ’PR? Hey,

we’re PR, too!’ we said. A cloud wafted over the sunny faces of our

would-be photographers. ’This is, like, a promotion,’ said one. ’Yeah,

PR!’ we responded gleefully. When one of the promotion-ettes started to

quiver, we made a conscious decision to postpone questions about

potential synergies fostered through the combination of alcohol, surly

journalists and comely women.



All was not lost, however. The gals returned with lovely Amstel-centric

photo postcards and t-shirts, the latter allowing us to postpone laundry

another day. And we owe it all to PR.



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