Hit or Miss... Children's Dolly

How Rotherham Borough Council managed to pull a visit from Dolly Parton out of the ether is a question that may never be answered. But the ample-bosomed country singer's promotion of reading for kids garnered acres of coverage across BBC's One Show, Channel Four, Sky, and all national newspapers. It even reached New Zealand, Australia and the US. The Rotherham Borough Council PR team worked hard to 'keep the powder dry' on Dolly's visit and secure themselves a bona fide, if surprising, hit.