You have definitely heard of Queensland Tourism’s Best Job In The World. You may have also heard that Osama bin Laden applied for the position… and was rejected. I know the people who put together the video (and no, it is not me). I observed as it evolved from a Friday afternoon joke to appearing as homepage headlines on international news sites and generating comment from politicians.

While the whole exercise was rather pointless, it is further proof of the power that the internet has in generating mass audiences very quickly. However, not only did it multiply online but spawned a new life in offline media and PR. This is the story of how an entertaining and topical story can achieve mass coverage with very little time, expertise or money required.

I present to you the story of ‘Osama’s Dream Job’…

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