Indeed, delivery of an idea even supersedes idea itself. Evidence of this is everywhere, with rather silly ideas turned into success stories because correct and most impressionable markets were focused upon. Thereafter, some time to progress was inevitable.

Without a doubt, though anything on-line is convenience at its best and has real-time update abilities that its off-line counterparts can never have. In some countries, taxation doesn’t apply where product is electronically deliverable. “The burger joint must restock, while on-line business reboots and reloads”.

Negligible inventory, increased automation and user-friendly interfaces mean that possibilities are less punishing and within grasp of anyone so inclined.

Even to be able to discuss anything with a stranger on opposing sides of our planet opens up a networking potential. While some might take it for granted, it was impossible some time ago and such strangers would not even be known, let alone contactable.

So it is true that focussing on an idea can be difficult in a distractive world. It is also true that it is simpler not to even bother. But, “where will is there, way of it is becoming more amenable”.

• Learn to read your newspaper with eyes of a media pro. Familiarize yourself with names and styles of reporters who regularly write about topics where news about your business might fit in. Remember, most reporters have “beats,” which means they are basically writing about same topics over and over. You won’t see many automotive columnists writing pharmaceutical stories.

• Adjust any negative, self-defeating attitudes you might be harboring about coverage in small community newspapers. All time, I hear people say they don’t want to waste their time pursuing media coverage in small newspapers. “Nobody reads them,” they say. But, this is wrong! As Richard Laermer, powerhouse PR exec says in his book, Full Frontal PR: “The big secret is that most journalists read small news outlets to find great stories before they hit mainsteam. Do you think,” asks Laermer, “that these reporters dream up all those stories on their own?” In fact, community journalism is big business in cities and towns all over country. The best evidence is sky-high cost of advertising in these newspapers. It isn’t cheap – which is a sure sign that people are reading these newspapers. Getting media coverage is not a snap, but it is far from impossible, if you deal with realities and go from there.