Rarely do you see feature coverage in the New York Times on sports that do not involve a stick and ball. We got the New York Times to write a feature story on Pfizer's NASCAR program.

USA Today is second only to the Wall Street Journal in circulation. A team sponsored by Sara Lee Coffee & Tea Consumer Brands was featured in the sports section of the colorful national daily newspaper as a result of our hustle. A picture accompanied the story and the brand's marks were in focus.

But it's not always about how many people are exposed to your message. Sometimes it's getting the right people at the right time to listen to your message. The night before an educational event for local physicians hosted by Pfizer and coordinated by Keystone Marketing at Kansas Motor Speedway, we placed a five-minute feature story about Pfizer's program on a local NBC affiliate. The next day at Pfizer's event, there was a buzz among the physicians about the feature story. Result: The message was delivered to and digested by a key target audience.