Lots of companies exert tremendous effort to create strategic PR campaigns for new products and services based on features and benefits.  While a good plan, many neglect the chance to leverage current news to highlight their real life value.

Following your local, regional and national newspapers, industry magazines and related websites can provide excellent opportunities to position your product or service as a leading solution to a current challenge or opportunity.

This happened recently when I read about the King County prosecutor filing juvenille charges against two girls, ages 11 and 12, accused of cyberbullying.  My client, the author of a book for parents on how to combat bullying, are now conducting outreach to the victim and media to help provide a solution to their current challenges.