Some PR opportunities that come along become much more effective and powerful than if you were to work hard trying to create a successful PR stunt or situation. And that is what a PR agency is there to recognise. They will know which opportunities to pounce on in order to get the most effective results. Kraft Foods have just benefitted from a huge PR opportunity in the form of Ted Williams; a homeless radio announcer. A clip of Ted Williams, a homeless man with an amazing radio voice was the first YouTube clip of 2011 to really cause a stir. Millions of people viewed the video and suddenly Ted Williams was thrust into the limelight. He was swiftly booked for television interviews and more importantly, given a job with Kraft Foods to do the voice over work for some of their products. The excitement around Ted Williams’ story means that far more people will hear about Kraft’s products and more will take notice of them than they would ordinarily. Kraft Foods will be benefitting from lots of free PR from this move. And this is what can be achieved with the help of a PR consultancy in the know.