It's not English, unfortunately, but Berlin's subway operator (BVG) has been doing an excellent job at PR for the past 5 years or so. They use mostly (self-dep

It's not English, unfortunately, but Berlin's subway operator (BVG) has been doing an excellent job at PR for the past 5 years or so. They use mostly (self-deprecating) humour, both on billboards as well as individually as Twitter messages. This strategy seems somewhat risky. There were some where I thought "funny, but I wouldn't want to be the one posting this". Hard to describe, because it's mostly a function of each tweet being really good. They must have some larger advertising company behind this, with tons of talent. They have seen a spectacular improvement in public approval, and even on such measures as violence against employees, fare-evasion, and vandalism.