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Australia Day: A marketer’s dream or a PR crisis waiting to happen?

The Australian Aboriginal Flag
When linking events to marketing, consider whether there is strong alignment. Image: Bigstock
Linking your PR and marketing campaigns to recent events is a simple way to make your campaigns more relevant. Your message will most likely receive more attention by being swept up in the news cycle, and potential customers are more alert to anything relating to current affairs. In theory, this sounds like a great idea. However, aligning your business with divisive dates such as Australia Day could be putting your business at significant risk of backlash. This isn’t just the opinion of a cris