Friday, August 13, 2010


This week's perspective from Bob Reid:

Every year, for eight years now, the Canadian Automobile Association (CAA) has undertaken its Worst Roads campaign, in which it solicits nominations from the public for the worst stretches of pavement in Ontario. And every year it gets tons of media play, and with this week’s launch of the 2010 campaign, it’s clear this year will be no different. This is a fantastic PR effort, because it works so well on so many levels. It engages the public quickly and easily: everybody’s got a road they love to hate, and you can get involved with the click of a mouse. The media love it, because it not only engages people, but the CAA also parses its results locally by city and town and region all over Ontario – so it’s a “local” story in every community, something that’s key for earning media pickup. And finally, it gives the CAA fresh ammo for its advocacy mandate on behalf of drivers, because they then take the resulting lists to government, calling for those particular roads to be given priority when it comes to infrastructure decisions. An absolute winner all around.

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