PR: Accentuate the positive

Sometimes it can seem like there's just too much media out there. Simply stroll into Borders and you'll find specialist magazines to cover every want, need and desire; whether you're into football, ferrets or farming, there's a publication that'll suit you.

In fact, so swamped are we that there's now a market for media dedicated to sifting all the week's news to its essentials, saving us from having to sieve through the verbiage in our quest to discover who said what while wearing whatever and sleeping with whomever.

More media, of course, means more journalists striving to make their reputations – or just pay the rent – with this week's big story. And as there's only a finite amount of real news out there, that leaves a lot of journalists seeking an angle that will give them that elusive exclusive.