Not too long ago I was teaching media relations at Seneca College. As part of the program I coordinated with the producer at Breakfast Television, to bring my students down for the morning show, to see how things are run and what happens behind the scenes, what makes news etc. Let me pause here and say, everyone at Breakfast Television was fabulous and answered all of the questions the students asked - such eager young minds!

The most impotant question was one that many of us struggle with on a daily bases…”How do I get my client on the news or is what I am pitching news worthy?” Of course with years of PR pracitise, you do learn what will work and can often predict how the media will react to a story idea…although sometimes you do get thrown for a loop! Well this morning while I was surfing the City TV website (checking out the photos of Liza’s new son Sam and reading about her decision to leave BT) I noticed that the news directors at City TV have blogged on the very topic…students listen-up it is not often that the media take the time to spell it out for us (a topic I plan to cover in the future – the PR/Media relationship).

The answer was simple ”…make a difference or find an extrodinary attention getting plan!” Now I know I have been part of some very interesting attention getting plans; some have worked and some have not…but I would love to hear what others have done – “crazy PR stunts” stuff that gives PR the bad reputation that we cannot seem to shake.