Last Call: Can't take off? Try getting on the air

Here's something to do if weather patterns leave you stranded at the airport: your job.

David Zapata, PR specialist at Slack Barshinger & Partners, was recently on his way to Boston with a client. But things ground to a halt when O'Hare airport shut down because of rough weather.

Things suddenly brightened when Chicago Five's 10 o'Clock news crew came bounding in to do a story on stranded travelers. Zapata ran over to the reporter, gave her a sob story as only a PR guy can and had his client give a philosophical sound bite. The client, along with the dot-com name, ended up on the lead story that night.

'I've learned to make the best of bad situations,' says Zapata. 'And I've learned that there's always an opportunity to get in the media.'

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