If you need a textbook example of how PR should leverage new technology, look no further. Put the theory books and guru diagrams down for a moment and look at a real-world example from the clever, creative lot down-under.
The Queensland Tourism Board just generated A$110m of worldwide publicity at a cost of A$1.7m, and new technology played a significant part in its success. And in the most traditional definition, that’s exactly what PR is all about! Good on yer, mate!