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... several ways: SUCCESS-Everybody likes a winner, or a Horatio Alger story. That's why In Search of Excellence was such a hit. If you are successful (and success has many definitions), it's potentially newsworthy. NEW TRENDS-An up-and-coming trend, or business that is developing the trend, is a newsworthy story. I ran a highly successful PR program for a sausage maker that was based partially on their developing new products for the consumer. This was newsworthy because it was in an industry that hadn't seen a new idea in a hundred years. UNIQUENESS-If a person does something different that sets him or her apart from the crowd, that's a good story angle. In Search of Excellence was a hit in part because mediocrity had become the rule. ORIGINALITY-Are you the first with a concept or idea? Pizzeria Uno sells pizzas. Nothing original there, but since 1949, Ike Sewells' deep-dish Chicago pie was original. The company just went public. HUMAN INTEREST-People like to read about other interesting people. That's why there's a magazine called People. Ted Turner has exploited this greatly. Remember his defense of the America's Cup, and years later his attempted takeover of CBS? You have to be well-known to think you can raise billions of dollars. A well-run PR program can provide dividends far beyond the immediate and the obvious. However, it requires a dedication to the long-term outlook. Then again, success seldom comes overnight. A savvy business owner, instead of asking Why do I need PR? ', might ask him- or herself, Why didn't I start a PR program sooner? ...