There's no doubt that years spent working in PR remove a lot of life's mysteries. I learned how to 'bury bad news' many years before 9/11 made it sound like bad practice; I can spot a pharmaceutical 'disease awareness' campaign a mile off and am still amazed at how often a really duff story makes headlines because of a few questionable statistics.

But then, occasionally, a PR somewhere pulls off a stunt of improbable brilliance, reminding us that creativity is fun.

Today's case in point comes from York (so no prejudice there then!) York Castle Museum, where Dick Turpin spent his last night before execution in 1739, has worked with police e-fit specialists to draw up a "realistic" picture of the infamous highway man. They used descriptions published in an 18th century newspaper.

Does it look like him? Who knows. Do they ever?

But what a brilliant stunt. Look out for the idea-clones in a newspaper near you.


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