Broadcast: Tune in to the power of the viewing public - Soap operas can wield enormous influence in raising awareness of issues to a ready market. A situation which some organisations and PR people have already tried to exploit

From the farming information of BBC Radio’s the Archers, to Tony Blair’s guest appearance on Russian radio soap House Seven, Entrance 4 last week promoting the importance of education, broadcast drama has consistently been used as an effective way of pushing messages out to the public.