MARKETING MIX: Persuaders persuaded

When was the last time PR changed your behaviour? For Neil Patterson, creative partner at Mitchell Patterson Grime Mitchell, it was earlier this month ...

When was the last time PR changed your behaviour? For Neil

Patterson, creative partner at Mitchell Patterson Grime Mitchell, it was

earlier this month ...



’I woke up on the Sunday to the news of Diana’s death. I was shocked by

the tragedy. I even think I cried. But very quickly, my personal

feelings were soiled by 24-hour news reports and media coverage. Was she

a charity worker or an icon? Was the resulting reaction something that

needed to happen? Does an island population periodically need something

to rally us together?



’Because I was confused, I simplified the issue, put it in perspective

and distanced my feelings from the mob. On the day of the funeral, I was

in the South Downs with my thoughts on other matters. I’d virtually

managed to forget about the whole tragic thing - and I was determined

not to get involved in the mass mourning. No TV coverage, no one-minute

silence for me.



’While I was walking on the Berkshire Downs, Concorde flew over. Now

this is what I call the 11 o’clock Concorde. It flies over on its way to

New York at the same time every Saturday. This time, I didn’t look up, I

looked down at my watch. Eleven o’clock. No matter how hard I tried to

avoid doing so, I stopped in my tracks. If it is at all possible to have

complete silence with oneself, I did. I stopped arguing with myself.



I stood for a minute, the only living person on the Downs that morning,

silent. Just like the mob I had tried so hard to escape from.’



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