At its simplest, it’s sending a press release (a story suggestion) to targeted journalists in the hope they think their readers/listeners will find it of interest… and so will give it some coverage.

Sometimes they will use it without telling you. Sometimes they will come back and ask for an interview or something else, such as a photo.

If you get a bite from journalists you need to make fulfilling their wish your top priority. Journalists work to tight deadlines, and appreciate a quick turnaround of materials. Like any customer you need to set clear expectations and then exceed them.

On Friday evening we became aware the Daily Mirror was trying to get hold of a single parent who would happily spill their financial details for a late feature on surviving the recession (not all free publicity comes from sending press releases; keeping in touch with what journalists are looking for is one of things a professional PR agency can do for you).

Sounded perfect for our new client Single With Kids. They were amazing – within 30 minutes of our phone call they had found a suitable single mum, who spoke to the journalist that night and agreed to a photo that weekend.

And it was that speed in reacting that helped them get onto page eight of today’s Mirror.

And here’s another great example from today’s Guardian, about how a food company has turned a simple radio piece into the revival of a dead product (that they don’t even have the recipe for any more). There aren’t many companies that can commit to bringing back a product and even set up a special email address that quickly. Well done to them.

Here’s one to start - a brief look at the year’s PR winners and losers in the MediaGuardian this morning.

You should have heard of every brand and story mentioned.

Is this a publicity stunt? Do you think they are hoping all us adults who grew up with Mr Tickle and Mr Bump will cause such an uproar that they will be “forced” into making a u-turn… in the process generating a massive amount of publicity for their characters?

Maybe. But the report says they are launching two versions of the new Mr Men website, one for the new characters and one for the classic characters.

Maybe this is real. Either way it’s great publicity… it’s been the talk of our office this morning (we’re looking forward to more modern characters like ‘Mr Bump & Sue’, the accident-prone Mr Man who falls over then sues the local council).

Lets hope no-one else loses their sense of humour and makes this a trend.

Good publicity for the company that’s been sued though… more than they would have got otherwise…

The brand, not the drink. Only drink the drink when I’m a bit tired driving.

But the brand is spectacular.

It has fantastic positioning with its sponsorship of unusual major events, such as soapbox racing and people building their own flying machines.

Now today’s MediaGuardian reports they are making the world’s biggest advert on the Heathrow flight path this weekend (free registration required).

Great publicity. Can you attempt a record breaking stunt in your marketplace?

The most number of accountants switching on their calculator at any one time? The biggest display of bumcrack on a building site? A 24 hour tea drinking-a-thon in a cafe?

Q Research surveyed a load of kids about the new London 2012 logo – and discovered most of them hated it.

When you’re reading the paper or watching a news bulletin, is there a story that your business is uniquely placed to respond to? If you operate in a local marketplace, local response to a national story can often be a good way of getting publicity… and you’re giving the local journalists a nice easy relevant local angle.

Media Guardian has launched a new viral video chart, (register for free to see this article) and UKTV G2 has actually launched a programme highlighting them.

Publicity oppotunities for you here? Maybe, but viral videos are by their very nature all about the content, making them very hard to force.

Although it’s entirely possible… smashing up a new Playstation 3 in front of people who’ve been queueing 18 hours to buy one, very funny!

Would certainly be worth you tracking what’s in the viral chart each week to watch trends change.