Harrah's Hits the Compassion (and Fake News) Jackpot

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In an article on "the PR industry's scattered but heartfelt response to the ravages of Hurricane Katrina," PR Week notes that Harrah's Entertainment is documenting their good works. The company converted "its Tunica, Mississippi casino into a Red Cross relief shelter" and "asked MultiVu to create b-roll of its efforts, and to capture the survivors' stories." MultiVu, which also produces video news releases, audio news releases and satellite media tours, "dispatched a camera crew to interview victims, Harrah's executives, and a Red Cross spokesman, creating b-roll footage and sound bytes. 'We believe it got great pick up, especially in Florida and Las Vegas, and we're re-releasing the content for it today,'" said Alberto Lopez, Harrah's corporate director of strategic communications. Harrah's plans to open an employee relief center in Gulfport, Mississippi; "MultiVu will also create footage of that effort."