Take Gosh PR's latest win. The boutique agency has been brought in by the Kentucky Department of Tourism to promote holidays in The Bluegrass State.
At first glance, this would seem like an easy gig - perhaps a slot in GQ on visits to bourbon distilleries, or a Horse & Hound double-spread on Kentucky Derby holiday packages?
Unfortunately, though, things are not that easy. The state's top attraction, the city of Louisville, has been experiencing its worst ever drought this summer. Apparently even the cacti are getting tetchy.
At least there's the barking mad Creation Museum to amuse tourists. We'll leave it to Gosh to explain the science behind animatronic dinosaurs frolicking in the Garden of Eden.
Well, it's sure to get some coverage in the Daily Mail...