Ferret Poop, Media Opportunities, and You

Look what a skilled marketer can do to create a news angle.

A government agency, Substance Abuse and Mental Health Services Administration (SAMHSA), sent out a news release advising people to dispose of old prescription meds so they can’t be abused. Since flushing them down the toilet can have ill effects on water sources and the animals that use them,

“Mixing prescription drugs with an undesirable substance, such as used coffee grounds or kitty litter, and putting them in impermeable, nondescript containers, such as empty cans or sealable bags, will further ensure the drugs are not diverted…Ferret waste, like nearly any other form of pet waste, can be effectively used to help prevent the abuse of unused prescription drugs,” SAMHSA spokesman Mark Weber said.

And the American Ferret Association was ready to pounce! That group’s press release noted,

“The U.S. government declares ferret poop to be an effective weapon against drug abuse.”

Brilliant! So brilliant that Reuters (one of the largest newswire services in the world) picked it up.

Can you find some lessons on making yourself newsworthy?

(Thanks to Joan Stewart of PublicityHound.com for tipping me off to this story–I’ve been reading her excellent newsletter for years)