Nurturing a positive public persona is key for all brands. Multibillion dollar companies all have public relations departments that build the brand image on the national level, not just the local level. Lottery’s counterparts in the gaming and casino gambling industries certainly have very well-funded PR machines. How can Team Lottery carve out a more prominent place in the national consumer consciousness, and promote a positive public image for Brand Lottery on the national stage? (Yes, we do need to deal with limitations on self-promoting PR; and the fact that 45 lotteries do not have identical PR agendas. But still …)