It seems like common sense, when times are rough people crave good news and take it when and where they can.

It’s an important fact for PR agencies. With the dismal economy dominating the news recently, media outlets are asking for pitches on feel-good stories/items.  Even opening it up to the public – like NBC Nightly News, whose anchor Brian Williams requested on the show’s blog that viewers “tell us your good news.”

There is a market for the upbeat, the positive.  Stories of everyday people enduring difficulties and succeeding are especially attractive.  If you can tie value and social responsibility to your clients’ brand you’ve got a golden opportunity.  It will be a natural fit at a time when people are turning to these types of values regardless.

Examples are all around: the media frenzy surrounding Capt. “Sully” Sullenberger after his safe emergency landing in the Hudson, Goldman Sachs un-traditional, philanthropic homepage, people are desperate for a bit of hope and stories with happy endings.

Public relations professionals also need to pay attention to outlets that offer people an ‘escape’.   Entertainment news is proving to be recession-proof industry, with the public still reading People and watching Oprah – so going for that soft news angle can pay off big time.