If you are reading this looking for another article slamming Google for their success, then you have come to the wrong place. And not only are the King of the hill, they are also great at PR.

glassThere is no doubt that Google inventions have changed the world. But, they also have had many failed ideas -- and even the fence-sitters like Google Glass continue to have their gleeful critics (for good reason).

Google has the ability to do everything, from the smallest announcement to the biggest release, the right way. Curiosity, surprise, and emotional response drive modern media.

Producers are looking for news that can be easily adapted to every single available medium, and consumers have come to expect seamless story sharing between platforms and media formats.

Google manages this with a steady stream of successful innovations and pie-in-the-sky product ideas the company acts like its has every intention of producing, and just might be releasing tomorrow. Their latest, of course, is the driverless car. We all saw that movie a few years back where those cars were commonplace.

Now, Google is saying they are about to take the “fiction” out of science fiction.

Whether they do or they don’t, countless articles will be published about this effort, all with Google’s name and other products and services prominently displayed. This means that they will continue to have new articles written about them, which puts them in a prominent position when they do have a new marketable item to release.

Chances are, it won’t be driverless cars, but it will get attention, because Google understands how the media works, and they know how to position themselves for success.

Google always wins in a PR battle.

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 Ronn Torossian is CEO of 5W PR, an O’Dwyer’s rated top 25 US PR firm.