Friend and uber-flack Peter Shankman (professional, personal, unfortunate headshot) is more of a “pure” PR guy than me — he manages to get great media hits for everything from porn distributors to yarnmakers.

Peter’s good, but he also has interesting products and services to pitch to the media. What happens when your product isn’t buzzworthy?

James Archer has some thoughts. And they’re good ones.

James makes several points and it’s a short read — so go read it. The closing graph even has some takeaway for those who market themselves, not just products:

Above all, remember to be fascinating. If your product or service is boring in itself, then it’s up to you — yes, you personally — to be amazing. Everyone can do it, you just have to be the one who actually follows through with it.

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