THE GREATEST CAMPAIGNS EVER?: From a 200-year-old publicity stuntthat changed the course of history, to a product recall that has becomethe model for crisis comms, Melanie Shortman and Jonah Bloom try touncover the very best of PR

Speak to some of the PR greats, such as Harold Burson, Dan Edelman, or Betsy Plank, and one of the things they will tell you is that they are frustrated by - as Burson puts it - the constant "reinvention of the wheel that goes on in PR. Their point is that young PR pros who could learn from past experiences spend a lot of time coming up with what they think are new strategies, when they might have fared better by learning from tried and successfully tested campaigns of the past.