Info is spread if it's interesting enough to spread

When the members, the public and the media aren't talking about something the association is interested in, is there a chance it's because it's just not interesting?

The NY Times published an article about interest in a recipe for a "Bacon Explosion" which includes "two pounds of bacon woven through and around two pounds of sausage and slathered in barbecue sauce." With 5,000 calories and 500 grams of fat, the recipe has had many hundreds of thousands of views and 16,000 blogs (now 16,001) have linked to it.

Thoughts:

1. What can an association report that would make hundreds of thousands want to read it, link to it, forward it?

2. Are we interesting?

3. For associations that do recipe books for fundraisers - have you thought about doing one online; or if you do cooking challenges as fundraisers - what can challenge creativity?