By Steve Kabelowsky Contributing Columnist Published Jan 11, 2011 at 4:14 PM

With the idea that any publicity is good publicity, our friends at PETA made an interesting move last week.

After news that the Milwaukee Archdiocese was going to file for bankruptcy, they made an offer to help with a cash donation.

There was a little catch, however.

According to my friends at WISN 12, the People For The Ethical Treatment Of Animals sent a letter to Archbishop Jerome Listecki. It said that financial aid would be available if the church would present a statue with Jesus holding a lamb with an inscription reading, "Blessed are the merciful, go vegan."

A spokesperson for the Archdiocese reported that the letter from PETA was never received.

Actually, the letter never has to be sent. Mission accomplished.

Just the release to the media about sending a letter was enough to get TV and radio air time. It got media-types like me to take notice and write about it as well.

Part of trying to stay in the public eye is being relevant. Attaching yourself to a current story is a way to do that.

Kraft, Quicken Loans and the Cleveland Cavaliers all were able to attach themselves to Ted Williams, the homeless person from Columbus, Ohio, with a great radio voice whose story was on all three of the TV network news shows on Friday.

Williams' YouTube video from the street went viral, and news outlets were fast to grab at a good story in tough economic times. Firms were smart at being aggressive and attaching themselves to the story while it was fresh and still growing.

PETA's tactics were fresh at one time too. But, after a while, it fits with what they've done in the past. Shock and awe tactics only go so far.

But I have to admit, trying to get Jesus to be your spokesman, that's a bold move.

Steve Kabelowsky Contributing Columnist

Media is bombarding us everywhere.

Instead of sheltering his brain from the onslaught, Steve embraces the news stories, entertainment, billboards, blogs, talk shows and everything in between.

The former writer, editor and producer in TV, radio, Web and newspapers, will be talking about what media does in our community and how it shapes who we are and what we do.