From a PR perspective it simply underlines the importance of the media in getting a message delivered to an audience. Unfortunately, it also underlines the media’s appetite for bad news (excluding the Nice Mr Nash of course who always looks on the bright side).

Bad news is always sought out by the newspapers, whereas good news needs to be "sold in". I can guarantee that if one company puts out news about a factory closure, while at the same time another announces its expansion with new employment opportunities, the factory closure is guaranteed coverage while the great business news will depend on available space.

If you are making an important announcement in the media, ensure you give your news every opportunity for coverage. Timing is crucial.

Fridays are bad; your piece can get lost or forgotten about over the weekend. Avoid Bank Holidays for the same reason and mornings are better than late afternoons.

A phone call to the publication first to find out who is best to receive it, and if he is the office and not on holiday or off sick, can help ensure getting a mention.

If it's international news, make sure about their dates too. For example, in the UAE they shut Fridays and work Sundays.

Best of all hire a PR company and let them do the work for you...