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.

No matter how gloomy the forecasts and how challenging the market is, there are always little company successes that go unnoticed. A new account, a recent strategic partnership, a successful marketing campaign or a high-impact hire can all be legitimate reasons to contact the media.

If you have paid attention to Wall Street lately, you would notice that many companies that are reporting what would normally be described as disappointing results are getting a market boost - simply because they aren't doing as bad as analysts had feared they would. Investors, customers and employees cling to hope like a life preserver, and it's up to company management to provide it.

Senior executives would benefit by keeping a memo list of little victories and going over them weekly. Sometimes a series of small victories can precipitate a trend that the media would like to know about. In any case, keeping a victory list can help to boost morale and provide a strong incentive to keep up the good fight.

PR plays strongly into this role, as sharing your victories with the public is the best way to keep stakeholders informed and on board. Establish your company as the one that is successfully "bucking the trend" will pay rewards both now and when the economy begins its inevitable upswing. Customers will flock to the perceived winners when they are ready to start spending - and putting your company on that list now should be your number one priority.