Should you be successful in generating coverage, you may also be providing oxygen for your opposition.

The media likes to feel as though they’re presenting both sides (or more) of a story. So if there’s an obvious counterpoint to what you’re promoting, expect them to go there. Sometimes you might be surprised at what will be generated.

Your Correspondent has done PR work for a national association which promotes the many health benefits of breastfeeding. However, our success at raising awareness saw the nation’s leading anti-depression organisation put out its own media release. Continue reading →