Introduction
International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign.

Research Methodology
When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of the ‘Best job in the world’ IPR campaign is a typical model of modern-day IPR campaign, which is different from traditional PR campaign in terms of the PR strategies, execution and communication channels. Therefore, research methods correspondingly adopted contrastive analysis and evaluation in a literature review in accordance with academic theories.

With respect to the methods of data and