It’s a fantastic piece of coverage, and it’s triggered other newspaper, internet and radio coverage.

So why did this story work so well?

It’s topical: Our client understands the topical nature of PR, and put this game together quickly. Heather Mills is the biggest story around at the moment, making this story perfect. This time next week the opportunity will have passed.

It’s timely: The days around bank holidays can sometimes be quiet for the media. This is a good time to suggest a strong story based round something fun or quirky.

It’s got legs: Daily Star readers are unlikely to buy from our client. However the coverage has acted as a powerful springboard, allowing us sell this into other more relevant media. Because our client makes these games, it’s also great for their reputation to be able to demonstrate national attention to one of their games.

He’s announced he wants local newspapers and radio stations to get their readers and listeners to nominate local heroes for the honours’ list.

Not only could this kill off the cash for honours scandal and produce a more deserving list of winners, but Brown is acknowledging how important and powerful the local media still is.

The trick to get coverage in the local media is to generate great story ideas that are relevant to their target audience – local people. That’s exactly what he’s done here.

Good work.

It’s a great example of picking your medium carefully, especially if you are trying to appeal to consumers. If your company is trying to be perceived as “cool”, appearing in your local paper could send the wrong message.

Actually, putting the wrong kind of content in the right medium could be just as damaging – if you wrote in a formal way on MySpace, that would be disastrous.

A very organised way to present the information, and ideal for you to keep up with staff changes etc.