The power of celebrity has been evident this week at grassroots level in southwest Wales.
It's brought decent PR for a wonderfully wide range of organisations and causes.
Everybody from global rock icons the Manic Street Preachers to a homespun community swimming facility have benefited.
The latest editions of newspapers on the Media Master desk reveal some telling tales of what makes journalists sit up and take notice as publicity is sought.
The Manics, for instance, are busy plugging new single (It's Not War) Just the End of Love. The internet has been alive with news of the accompanying video for a few weeks now and South Wales' Nation Radio tweeted a link to the film yesterday - http://tumblr.com/xqegslanw.
It's main point of interest is that Newport and Port Talbot boy Michael Sheen stars in the video. And today's South Wales Evening Post records the fact with a photo and page lead by reporter Paul Lewis.
The same issue uses a more sporty celeb to promote the forthcoming first Gower Cycling Festival. Former Wales rugby skipper Colin Charvis, a Swansea resident, is pictured with event organisers at Blackpill's Junction Cafe. He plans to join two of the festival's rides.
Meanwhile, the latest Carmarthen Journal taps in to the hint of Hollywood glamour brought to Wales this week by actress Minnie Driver.
Her presence as she works on new film Hunky Dory has provided the Evening Post and Western Mail with images and stories of her filming in rainswept Swansea. The Journal focuses on the fact that Driver has used Twitter to ask fans for ideas to raise money for Brynamman Lido.
Campaigners have been fighting to save the historic facility against a background of council cuts. Little did they know that helped would come their way in the form of such celebrity PR.
Well done, Minnie Driver ... and good luck to all those who support and use the lido.
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