The best example of British hiring PR is the mythical Shackleton ad: "Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness.

The best example of British hiring PR is the mythical Shackleton ad: "Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success." Despite being a fake (no one found a actual newspaper reference [0]) it obviously resonated very well. And still resonates. [0] : http://www.antarctic-circle.org/advert.htm http://www.antarctic-circle.org/advert.htm