When PR Stunts Go Awry

Or, really bad omens.

The Financial Times - the wonderful pink paper that is a must read if you care about international business - is lauching an Australian edition, and charterd the Spirit of Australia, one of the contenders from the 1992 America's Cup.

The sailboat hit rocks and sank.

Now, when you are putting together an event or stunt for a PR campaign, you try to think of everything that might happen, and plan for contingencies.

I am pretty sure that the FT PR people didn't have in their plan: if sailboat sinks, do X.

I have no doubts that FT Oz will do well, but what a way to begin.

On the bright side, it made international news, and I'm sure local news in Australia, so now everyone knows about the new FT edition.