a local Voice of Democracy speech contest. Advances on to state. Wins again. Travels to Washington, D.C. for national finals. Wins! This is big news in my small Illinois farm town.

I decide it should be big news elsewhere, too. Recall that St. Louis radio station KMOX features listener-composed "Dime Rhymes" each morning. I compose funny poem about her speech and send it in.

Friend wins $10,000 scholarship and travels the country giving her speech. I get shiny new dime from radio station and the thrill that comes with my first successful PR placement.

LESSON #1: Know what the media want,
and give it to them.