The media space is brimming with information. Welcome to the world where article headlines are born in social networks, where news spring up and disappear in a matter of hours, where a word taken out of context can entail a public outcry. The world where a 25-year-old blogger sometimes has a larger audience than a TV channel. Communication has reached a new level. And in such an environment, to make a client focus on you, the client's right chord should be touched. An emotion should be provoked.