Getting great PR for your product or service is tough, and getting tougher. Not only is it a major pitched battle getting an editor to return your call, but holding their interest for more than a nano-second is a major triumph. And when you do get a company or product mention, all too often it's a "survey" article that, horror of all horrors, includes your competitors as well! While these battles must be fought, tooth-and-nail, on a daily basis, there is a tactical flanking action you can also take that will greatly aid in your battle for recognition. Publish your own newspaper, and send it to all your beneficial audiences: the media, customers, industry seers, joint venture partners, top-line candidates. The beauty of publishing your own news is that you can spin your entire story together. Over the course of several different articles, you can: (1) substantiate your business plan, (2) position your product/service, (3) establish your management as the cream of the crop, (4) establish an attractive corporate culture that will attract top talent, and (5) scare the bejesus out of your competitors. Publishing your own newpaper guarantees it'll have "all the news that's fit to print" in your humble opinion, of course.