Building Buzz: Get the Rulers Out

As PR execs brace for 2004, what are the hot (read: cool) niche businesses that may need a little PR oomph to help get the message out? A special supplement to The Wall Street
Journal on December 15, titled "Franchise Fever," handicapped the top 25 franchises and their chances of becoming "the next big thing." Here's a sample to show the various types
of businesses that may shine in '04.