Last week's Cheltenham Gold Cup was an example of PR extroardinaire. Efforts to lure punters back to the bookies and the race course, and expand these audiences to women and younger race goers, included creating a newsworthy story around the epic battle between the two front runners Denman and Kauto Star - in an attempt to create emotional connection through the narrative of the race. Thousands of beermats featuring the two superhorses were distributed to get people talking in pubs, but press releases also went to women's lifestyle magazines and other titles not known for their love of horses. Charity celeb races (including the ladies' race featurng Elisabeth Murdoch, daughter of media-mogul Rupert and wife of PR man Matthew Freud) were also included for more free PR. This Guardian article tells you more about the PR behind the races - but doesn't tell you that, in the end, the race was one by neither of the two favourites but by 7-1 option Imperial Commander.