Maverick PR Mark Borkowski knows the value of a good ghost story - as
the Daily Telegraph put it. To publicise the 125th anniversary of the
Royal Albert Hall, he put the word out that it was awash with ghosts.
The press were happy to pick up the story, but the anniversary was
overshadowed by Andrew Green, the ‘exorcist’ called in for the occasion.
Initially, the papers ran the story of the haunted Hall; latterly focus
was on the ghostbuster himself, and the value of the PR angle. Both the
Times and the Sunday Express call it ‘Exorcism by PR’, although Peter
Hillmore in the Observer reckoned it had ‘worked it like a treat’. It
did merit a leader in the Times and not many proactive ideas can claim
On the downside, the 125th anniversary itself was only mentioned three
times. Perhaps the real winners were Andrew Green who now has a queue of
journalists wanting to interview him and, dare we say, Mark Borkowski
who received three name checks himself.
Evaluation and analysis by Carma International. Cuttings supplied by
Standard Press Analysts. ‘What The Papers Say’ can also be found at: