Problem: You are trying to get media attention to your new concept, product or brand, but nobody is interested.
Solution: If you stand for something that most people agree with (e.g. democracy is good), then nobody will care, nobody will be interested, and nobody will know you exist. To catch peoples interest you have to stand for something that can cause debate. Remember that there is a fine line between doing that, and standing for something really wrong. When it comes to PR, it's important that you are honest!