Packaging is in the news almost every day. Not in the obvious sense where the package is the focus, but behind the scenes playing an integral role in the story. The problem is most people aren't aware of packaging component and don't understand the importance of its function.

Consider these recent headlines:

Consumers Want to Know What's Sweetening Their Foods

Nanotechnology Passes First Toxicity Hurdle

Aquamantra Gives the Gift of Luck to This Years Nominees

There is nothing mentioned about the packaging in the headline, but when you delve into the article you find out that packaging has a role to play in the outcome. I joke about all the "I Hate Packaging" articles out there, but seriously this topic has not died. We can go from the Oyster Award to Wrap Rage, but it is unlikely that people will stop loving to hate packaging.

Since it won't go away, how can you use this to your advantage? The media, generally, tries to portray two points of view. Knowing that, you want to position yourself to get your name out there and to be the one they call when they want an explanation as to the positive aspects of your type of packaging.

If you have been reading my column for any time at all you will remember that in January I offered my predictions for packaging trends for 06. Some of these are controversial issues that are still in the limelight right now. Just remember there are two sides to every story.

So think about the positive spin on your product packaging. How can you take a media hot button issue or an innocuous subject and turn it to your marketing advantage?

You have to make them seek your advice and explanations. The problem is that the media doesn't understand the issues of packaging either. That means that you are going to have to spoon feed them as to why this is important. I like to use the following factoids when I need to get the media's interest in a hurry.

Packaging is the third largest industry in the US.

10% of every dollar spent at retail can be directly attributed to packaging.

The packaging industry employs over a million people.

Without a package, you can't have a product.

These facts always open doors beginning with some dialogue. So start watching for those articles that are subliminally talking about packaging. Get your ducks in a row and see how you can piggyback off of them for some media exposure. Keep these hot button issues in the forefront and create an angle for yourself or your company to tell the other side of the story.

Anything to do with green packaging or the environment;

Anything to do with Wal-Mart and packaging;

Anything to do with hard to open packaging (yes, I know lets beat a dead horse);

Anything to do with RFID and packaging;

Anything to do with nanotechnology and packaging.

If you are still brain dead for ideas, go back and look at my blog topics at http://packagingnewsyoucanuse.blogspot.com/

They often cover controversial packaging issues. Finally, give me a call and I will tell you what's hot in packaging and what's not -- and the packaging trends of the future.