8 PR lessons from Sochi 2014

The Winter Olympics haven't even started yet and already Sochi has become a joke, with poisonous tap water and unfinished hotel rooms. At least we can learn something from this...

by Emma Haslett

1. Manage expectations

Having assured the Olympic Committee seven years ago not only that he could transform Sochi from crumbling soviet summer holiday resort to a modern Olympic village, but also that he could guarantee snow despite its tropical climate (during the 2010 Winter Olympics Sochi’s average temperature was 14 degrees), a year ago Vladimir Putin admitted the project was ‘a year behind schedule’ and sacked its main shareholder. Today, he was quoted by Russian media saying ‘Russia is ready to host the games’.

But although the Olympic venues seem to be done (we’ll find out for sure when the games begin tomorrow), accommodation is another matter. Here’s a selection of tweets from disgruntled journalists...

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