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.