Media Relations 6 PR lessons from the Judgment Day hoopla How did a prediction from an obscure radio host become the most popular topic on the Web? A great PR campaign. Take heed of these lessons—if we make it past Saturday. By Michael SebastianMay 20, 2011 SHARE But you already know this—it’s among the most popular topics on the Web and in the news. Even the most venerable media outlets have covered it. Why and how did an obscure 89-year-old radio host create so much buzz? A great PR campaign, that’s how. If the world doesn’t end on Saturday, here are some PR lessons from the End of Days hoopla that you can apply on Monday. To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.