Don’t assume that journalists are only ever interested in bad news – the papers would be very thin if this were true. If your organisation is under attack, it can certainly seem that way – ask the bosses of BP or Goldman Sachs. However, most people don’t realize how much of the material in some publications finds its origins in PR. Think, for instance, how much free publicity Apple has had from wall-to-wall global coverage of the iPhone and the iPad, despite the problems with the iPhone4. Meanwhile the UK editor of GQ is on record as having admitted that over half the articles he prints are PR-generated. So don’t let the “threat” side of the media blind you to the “opportunity” side – it is remarkable how a good quote in the right place can raise your profile as an expert in your field.