Attracting media attention for one of their major awareness raising events had proved elusive for Guide Dogs NSW/ACT. However, as Judith Cantor reports, a new direct marketing technique was tried in 2005 which helped the organisation win the hearts and minds of journalists and dramatically lift exposure. Attracting media attention for one of their major awareness raising events had proved elusive for Guide Dogs NSW/ACT. However, as Judith Cantor reports, a new direct marketing technique was tried in 2005 which helped the organisation win the hearts and minds of journalists and dramatically lift exposure. Most people who deal with the media will agree it can be a difficult beast to…