Every company has stories worth telling

Value of PR article in Business Week http://bit.ly/3YEyW9

from article ....

I'm a firm believer that every company has stories worth telling. Take some time in the next week or two to generate a list of a dozen or so of your own. Identify which media outlets—from the oldest newspapers to the newest blogs—would be appropriate for each, and why. Then set about developing the contacts and content with their needs in mind, not yours. Focus on what's in it for the audience, and you may get an audience with the people who can make it happen. As with a lot of things in life, the best way to get what you want is to focus on what others want.