I made a shocking discovery last night. If you use the word "sexy" during the course of an interview, TV editors are incapable of cutting the sentences in which the word is embedded. As you'll see in the video below, I kind of blew it by couching the word in the negative (as in "landfills are NOT sexy") but this tactic could be used to great effect during your own "earned media" opportunity. For maximum impact, say "sexy" at least three times, though you may have to work up to this advanced level.
For starters, here a a few ideas for talking points on topics of interest to some of you:
"Both birds and people agree that there's nothing sexier than pristine undisturbed quiet for mating."
"If you think guns are sexy, you're obviously compensating for something."
"Is abstinence sexy? I wouldn't know. But I'll tell you what isn't sexy: ignorance."
"The education lottery is just another ill-advised get-sexy-quick scheme from our do-nothing legislature. What it's doing is taking sexiness from those with the least to spare."