(media, publics and the organization) result in a news peg—that is, an item that the media is already reporting on that also touches, in some way, on the organization. For example, if the media are reporting on a national story involving an international crisis in Asia, a local Asian-based cultural organization may contact the media and offer an informed local perspective on events half a world away. Or if a high-profile celebrity goes public with a diagnosis of depression, a mental-health clinic might move quickly to offer media interviews on how to identify and deal with the illness.