“When a dog bites a man that is not news, but when a man bites a dog that is news,” said journalist Charles Anderson Dana. All too many brands believe that every move they make is cause for media celebration. But if its not a compelling story that an audience wants to read, hear or watch, it’s not going to appear in media no matter how much we may wish it to. Unless, of course, we pay for it. But that’s advertising. Public relations is about crafting great stories and finding the best conduit to carry that story to an audience. Done well, it can be a powerful component of the marketing mix. But we have to understand its strengths and limitations. And we have to understand that the media always have the last word.