Offering relevant news

Here's a great scenario for PR pro's to be aware of. Basically it's about offering a relevant news story to the press that gets great coverage, but without getting your name mentioned. Although journalists usually track back to the source of news, like a 'survey conducted by company X', this sometimes may not happen. To my opinion this can happen for two possible reasons: either the survey contents do not seem relevantly linked to your company, or either the survey is too much percieved as not independent. In Dutch we typically call this 'preaching for your own parrish'. In the latter case, some people might say that a journalist then should not use the survey results. But hey, news is news and you haven't offered it to the media if you didn't want them to use it.

Richard