As with everything else that finds its way into the public eye, there was bound to be some public relations opportunities to come out of the Chilean miners’ predicament. Thankfully all miners have now been rescued, but while they were still underground, several companies saw an opportunity that they felt couldn’t be missed. With the world’s cameras trained on the mine all day every day for the past few weeks, one company saw an opportunity and announced that it had supplied the miners with sunglasses to protect their eyes. An excellent PR opportunity for them. But that’s not the end of the PR dealings for the miners. Now that they are out, there will be money thrown at them left right and centre for their stories. The men will have to decide how they want to be portrayed and from this, they will need to decide what the best tactic will be. PR agency experts would suggest that the best tactic for them to take is to stick together if they want to get the best out of this opportunity. So we will see how this media and PR frenzy pans out. But it just goes to show, that there is always a place for PR; even for 33 miners who have been stuck underground for weeks.