Wookey Hole Caves in Somerset hit the news today after advertising for the position of  ‘resident Witch’ - a job with a very generous pay packet of £50,000. Whilst the thought of someone being paid to ‘live in the cave, be a witch and do the things witches do’ has to be taken with a pinch of salt, it is a nice piece of publicity for the tourist attraction at the start of the summer holidays. I’ve got a soft spot for the place (having grown up in the South West I visited the caves most summers) so will hold back on being too critical, however this struck me as yet another PR stunt copying the universally lauded and very effective ‘Best Job in the World’ campaign.

Advertising for an unusual job with a fat pay packet is always going to be of interest on some level, but it is a shame that some PR’s are so quick to jump on the bandwagon and copy ideas. Imitation may be the sincerest form of flattery, but it sure isn’t the most creative, and that’s what us PR types are supposed to be. For the same idea repackaged, also see Lastminute.com , and as of next week, probably someone else.