The business of getting the word out is as old as time. No situations or predicaments are the same, and so, getting customised solutions to the questions of publicities is the way to go
Notoriety or flashes in the pan, or even the 15 minutes of fames are discussed so that we can learn what to avoid in our strategies. But being open minded may give us opportunities to be able to use myriads of solutions, albeit with principles and more rigid sets of integrity values