Oprah-best to advertise to

As we all know Oprah has her own multi-million dollar empire. I was watching an episode a while back about the treatment and abuse of dogs in dog-breading kennels. The way Oprah heard about the story was when she was driving to work she saw a billboard with a sign that said something like, "Oprah do an episode on dog kennels! They need your help." Oprah did the show, got Lisa Ling to do some reporting on it, and now the whole world is aware of mistreatment in dog kennels. My thought is, the best way to advertise anything, is to get to Oprah. Oprah has the ability to draw attention from millions on products or issues. So was this guy just being smart in knowing Oprah was the way to go?