The mayor of a rural community whose local pub hosted a book-burning ceremony for former Prime Minister Jacinda Ardern’s autobiography says they have a right to express their views. On Sunday, a pipe band played the national anthem at Black Dog Tavern in Mākōtuku as pubgoers watched Ardern’s book burn. The ritual has gone viral on social media, dividing opinion, and leaving public relations experts scratching their heads. As of Monday morning, there were more than 1000 comments on a photo of Ardern’s book on the brazier burn pile, while the book burning video had more than 15,000 views. Black Dog Tavern owner Brendon Wilson refused to comment when contacted by Hawke’s Bay Today on Monday. Tararua District Mayor Scott Gilmore said it had been some time since he visited the Black Dog Tavern - about 20 minutes’ drive from Dannevirke - but he’d had good experiences “without anything controversial happening”. “I strongly support the democratic right of people to express their views, as long as they are not acting illegally,” he said. “People will judge for themselves whether they believe it to be appropriate.” Jacinda Ardern's autobiography A Different Kind of Power on the burn pile at Black Dog Tavern in Mākōtuku. Fiona Fraser, founder of Contentment PR, said businesses usually wanted to grow their reputation without alienating current or potential customers. “A stunt like this might grab attention, but ultimately it only serves to divide, so in that regard, I wouldn’t call it good PR.” Jack Wheeler, a partner at Pead PR said, in his opinion, book burning was associated with Nazi Germany. “From a reputational standpoint, linking your brand in any way to Adolf Hitler isn’t a good idea.” Wheeler said businesses were “taking a punt” when publicly embracing a controversial view. “Is the pub’s core audience fully united with the same views? Is the extra attention worth alienating a group of potential customers? “Time will tell, but I know not all of the Black Dog Tavern’s 6.4k Facebook followers will share their views on [Ardern].” Many commenters on the pub’s social media posts defended its actions, while others were disappointed. One commenter said they were once Black Dog Tavern regulars, but after Sunday, not any more. . One detractor pointed out the pub had to buy the book, to burn it. A Black Dog Tavern supporter then claimed the book cost 50c or $2 at an op-shop Wheeler said, ultimately, he felt the pub should probably focus on what pubs traditionally did best - hospitality, local connection and bringing people together – not driving them apart. “They should also think through the unintended consequences. “All this extra attention will drive another promotional wave for the book.” Jack Riddell is a multimedia journalist with Hawke’s Bay Today and has worked in radio and media in the UK, Germany, and New Zealand.