Controversy is the secret ingredient that can turn your story from one that the media ignore to one reporters want to own.

But controversy must be chosen wisely and carefully. Not just any controversy will do. You must pick a controversy that will serve you well.

To ignite a controversy, you must first point out a threat to the public. Second, you must identify the villain responsible for that threat. Third, you must position your company as the hero that opposes the threat and the villain.

All of this must be done subtly. The public must never see your company pulling the strings. If you appear to be setting up a straw man just to knock it down, you will lose credibility rather than gain it.

Let