Canny PROs are increasingly playing the eBay card to whip up launch hysteria and demand. But they are surely missing a big trick, a healthy chunk of feelgood factor and a chance to make a difference.
I refer, of course, to eBay for Charity, the platform where even cannier PROs can reach an audience five times bigger than The Sun's. They can also help clients raise money for a cause of their choice.
Richard Kanareck, head of PR & community, eBay UK.