In the early 2000s, video game maker Nintendo found itself relegated to third place in the game console market when its kid-friendly GameCube failed to catch fire against the more teen and adult-centered Xbox and PS2. That changed with Nintendo’s introduction of the revolutionary Wii console in 2006. Since then, Nintendo has ridden a wave of innovation to retake the lead in the video game marketplace.

But with innovation comes the occasional failure, and that may be the case with Nintendo’s 3DS portable player. Unlike other 3D devices on the market, 3DS doesn’t require glasses for the 3D effect. Unfortunately, the technology also seems to induce nausea and headaches in some and the company’s return policy has the potential to give the company a PR black eye in 3D.

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One of the toughest jobs a PR person has is to walk the line between the messages clients want to share and the demands of the media for something compelling to report about. Often, the media will push for more controversial story angles in an effort to make something more “newsworthy.” At the same time, many clients are reluctant to offer anything too controversial out of concern that what is being said may be taken out of context or could portray the client in a negative light.

For Charlie Sheen’s publicist, the exact opposite is true…and he’s quit over it. Stan Rosenfield, who has worked for Sheen for many years, has had the task of trying to guide a client who is only too happy to share his controversial view on things…with everyone. If there is too much of a good thing, this is certainly it. It’s hard to spin something that appears to be spinning out of control.

The Revolution will be “Shared.” How social networking and technology are helping to shape the revolutions in the Middle East.

Is Donald Trump going to buy the NY Mets? Doubtful. Is he going to run for President? Unlikely.

“The Donald’s” level of interest in doing these things is probably about as real as his desire to run for governor of New York in 2006 or his plan to rebuild the Twin Towers in 2005. Whatever you think of Mr. Trump, though, there is no denying he knows how to drum up PR.

In a now infamous incident that has had significant negative PR ramifications, Redskins’ owner Dan Snyder has filed suit against the Washington City Paper over an article the publication ran in November of 2010. Prior to the suit, virtually nobody had heard of this article. Now, sports and news media are rallying to the side of the embattled community newspaper and possibly millions of people have read the article Mr. Snyder hoped to quash.

The irony of this situation? According to Mr. Snyder, the idea to sue the paper didn’t come from his lawyers. It came from his new Director of PR.

The moral of this story? If you want good PR, don’t sure the messenger. This is something even a rookie PR professional should know.

It used to be that a company “arrived” when it ran a Super Bowl ad. Companies like Monster.com and ETrade became nationally known overnight after paying the multi-million dollar bill to run an ad during the Super Bowl.

In recent years, though, PR pros have gotten sharper, generating significant Bowl Buzz without the Bowl Bill. They’ve done this by creating ads that are so controversial, the network simply refuses to run them…creating interest in the ad from the online community and getting the company’s name out there without spending the money for an actual placement.

In the 1947 film, “The Hucksters,” Clark Gable plays a WWII veteran who tries to get back into the advertising game after the war. In this clip, Gable meets with a potential client who has a very simple philosophy about fostering a brand.

Many organizations with limited budgets may feel the need to change the look and messaging associated with their advertising and marketing collateral to “freshen up” things after a year or so. Consequently, many advertising and marketing firms are only too happy to oblige this desire because it means more business for them.

However, unless your organization has spent an inordinate amount of resources getting your advertising or marketing materials out to stakeholders or potential clients, chances are most have not seen or heard your messages enough to be “irritated” by them, or, more accurately, to fully understand and appreciate your brand.

We recommend that advertising and marketing materials for associations, nonprofits and small business be given at least a three-year lifespan. Otherwise, you may not be achieving the repetition needed to help establish your brand with your key audiences. At the same time, it will mean less “irritation” for your bottom line.