Adam Toporek is the owner of IntenseFence Management Solutions and blogs about small business and franchising.

The past decade has seen some great public relations campaigns, particularly in the for-profit realm.

Doritos knocked it out of the park when it “crashed” the Super Bowl, Tourism Queensland put its island on the map when it created The Best Job in the World, and Old Spice reignited its stodgy brand by convincing women that buying their grandfather’s deodorant will give their husbands six-pack abs. (Testimonial from my wife: “Old Spice is full of crap.”)

To me, however, the Domino’s turnaround is the most brilliant PR campaign in recent memory.

In the midst of a recession, in a hyper-competitive and mature industry, Domino’s completely realigned the perception of its product and its brand while generating measurable financial results for its stakeholders. And it did so through an innovative marketing campaign that seamlessly integrated traditional advertising, social media, and public relations. (more…)