Sinner_G - 12:19 pm on Sep 30, 2002 (gmt 0)

Look at it from the view of the ham donator. The basic principle of PR is 'do something and SPEAK ABOUT IT'. Or better, have others talk about it. Now what do you think makes a better headline:

'Ham & sons donate 500 pounds of ham to the homeless'

or

'New world record for the largest ham biscuit realised thanks to Ham & sons'

?

It's sad, but the second wins. Probably because world records are unique. Homeless people are a daily sight, doesn't interest anyone (at least not many people), so it's not covered by the press and noone hears about Ham & sons.

As I said, sad but true.