You've got a great product or service, or information that could save people's lives, or you need help to change society for the better. But no one seems to be interested. Sound familiar?
I'm currently assisting with an online Master's level course, helping students to push their research beyond the walls of academia. These students, most of whom do not have any background in public relations or journalism, are expected to get attention from the public for cultural studies projects. The projects are phenomenal - interesting, creative, timely - but as many NGOs, not-for-profits, and small companies have learned the hard way, having something wonderful or important to say doesn't mean people will listen.
You have to know how to talk to the media.