MEDIA: WHAT THE PAPERS SAY; Exorcism by PR haunts Albert Hall anniversary

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.

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

that.



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:

http//www.carma.com/carma



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