Generating positive press coverage should be a goal for any business. Publicity is an effective marketing and promotional tool that creates awareness and drives sales. Three key benefits of good public relations are:

1. It's generally less expensive than advertising.
2. Since it usually comes from a third party, it's credible.
3. It can greatly enhance your company's reputation or rein in the damaging effects of bad news.

Action Steps
The best contacts and resources to help you get it done

Put your news quickly, easily and affordably on the Web

Serveral Web-based press release services will post your release online and distribute it worldwide to major news agencies.

I recommend: Discover what Businesswire, PR Newswire and PR Web can do for your business.

Create a database of media contacts

Your potential press coverage is only as good as your contact list. Research the appropriate media outlets for your message and build relationships with key journalists and reporters.

I recommend: Bacon's Media Source provides media databases for a host of industries. If you're looking for local publicity, visit NewsDirectory to find newspapers by geographic area; look on the newspaper's masthead for the appropriate departmental editor. (NewsDirectory also lists TV stations and magazines, which are categorized by subject area.)

Develop a

You'll need an angle to attract publicity. Determine what is new or special about your business and use it as your selling point. Your release should include a substantially new development, a conflict or a human-interest item. 'Dog bites boy' is mundane. 'Boy bites dog' is a hook.

I recommend: For more publicity ideas, check out the American Marketing Association's Web site.

Send out news releases

Keep your press releases short, newsworthy, timely and professional. Include the appropriate contact info and the date (editors often discard releases that say 'For immediate release' but don't list the date). Make it easy for reporters to find you.

I recommend: The non-profit small-business association SCORE offers "how-to's" for writing effective news releases.

Write articles for newspapers and trade magazines

Contribute columns and 'how-to' features that help position you as an expert in your field.

I recommend: One of the best ways to get press is to become a credible source of information and help to the media. Ask a PR professional to list you on Profnet's experts database, which journalists often search when they're looking for story sources. For more ideas, see tips on "How to Be a Valuable News Source the Media Love" at The Publicity Hound.

Get speaking gigs

Participate on trade-show panels, speak to community groups and 'circulate' to increase awareness of your company.

I recommend: Join the National Speakers Association or Toastmasters International to improve your speaking skills and get local speaking gigs. SpeakerNetNews.com also provides tips for getting onto the speaking circuit.

Hire a PR firm or consultant

If your public-relations objectives go beyond what you can do yourself, consider bringing in a professional PR agency or an independent contractor. In addition to writing press releases, PR professionals can assist with everything from speechwriting to getting you speaking engagements, talk-show appearances, and radio, TV and print interviews.

I recommend: The Public Relations Society of America (PRSA) publishes a "Green Book" directory of PR firms.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When you send a press release, make sure it's newsworthy!
• •  Consider your target audience. Think like an editor or a TV news director.
• •  Stand out from the crowd by sending something different and creative with your release — but make sure that whatever you send is relevant.
• •  Create a 'halo effect' by tying into local charities and community events.
• •  Maximize the Internet. Send e-newsletters, e-zines or start your own 'expert' blog.
• •  Follow up with the media after you've sent your release. Be persistent without being a pest.