Have you considered joining the herd and hunkering down for the next few years as we weather the economic storm? If so, you may be missing out on one of the best PR opportunities in years. In difficult times, journalists and editors are searching for "good news" - and even the smallest triumph can receive acclaim.

Company websites are evolving from a "static" to a "dynamic" medium, according to the Securities and Exchange Commission, and thus the concept of public dissemination is being revised. In August, the Commission issued an "interpretive release" on this issue, touching on disclosure, blogs and the use of press releases. This can have an effect on corporate communications and PR strategies in the near future.

According to the Pew Research Center, nearly two thirds of papers surveyed have cut back on foreign news; over half have trimmed national news and more than a third have reduced business coverage. With fewer journalists dedicated to business news and features, it is more important than ever for companies to build relationships and trust with those who remain.

Controversy over the ethics of the media exchanging favorable news stories for advertising dollars is on the rise after a recent study by Millward Brown showed that 19 percent of senior U.S. marketers surveyed said that they bought advertising in return for a news story.