Swine Flu. Media Flu. And Lessons Learned.

As of this writing, about 40 people have died from swine flu complications in the U.S. and about 310 worldwide.

Nobody has been able to count the number of swine flu stories covered by the major media - but the number now probably exceeds 30,000. Some commentators, like Howard Kurtz of The Washington Post are saying that the media coverage is contributing to the explosion of awareness and fear. Maybe the media epidemic is more momentous than the swine flu itself.

There's a lesson here.

When you catch the public's attention - through shock, curiosity, self-interest, or whatever - you catch a big share of mind.

I'm not making light of the seriousness of swine flu. I'm just offering a reminder of something you probably know already:  When you want to drive a message home, understand the emotion behind it and push your story hard.

Your public will pay attention. And remember.