Get hooked

Before you contact the media, you need to come up with a "hook" or an "angle" or something special about your business that makes it newsworthy. Are you hosting a grand opening or sponsoring a local charity event? That might be a story angle that will get a reporter's attention.

I recommend: Discover what reporters really want at Publicity Insider and find a host of ideas for a "hook" from publicity expert Marcia Yudkin.

Craft a one-page press release

A press release is what you send out to the media in hopes of attracting attention. Press releases follow a standard format, which includes your contact information, a headline and the "who, what, when, where and why" of your message. Always make sure to put the most attention-grabbing information in the lead paragraph.

I recommend: Discover the basic elements every press release needs to include and in what order at Press-Release-Writing.com. Check out a sample press release at Press-Release-Writing.com or at BusinessTown.com.

Spread the word

Writing a winning press release is only part of the publicity game. Getting it into the hands of the right journalists is equally essential. You can take the DIY approach to searching for media contacts and mailing out your releases, or you can purchase a media list and sign up with a distribution network that sends your press releases out to journalists based on geographic location, industries covered and such.

I recommend: Get your press release distributed to tens of thousands of journalists with eReleases.com or PR Newswire. Want free press release distribution? Go to Free Press Release. Purchase a targeted media list from Bulldog Reporter or create your own list at Burrelles Luce.

Create a media kit

Media outlets may request a media kit from you so you'd better have one on hand. A media kit should provide a solid overview of you, your company, the services and products you offer, and your clientele. Place all this information in a presentation packet (a simple folder will do) along with your business card.

I recommend: Pick and choose from 25 components that can be included in a media kit. Make your media kit look professional with Microsoft Publisher.

Speak up

Get the word out about your business by giving speeches or seminars about your area of expertise. Start out by speaking to groups at your local chamber of commerce or civic center. Then branch out and pitch yourself as an expert to local talk radio producers who are always looking for informative guests.

I recommend: Offer to speak at your local chamber of commerce or pitch yourself as a speaker/instructor to the Learning Annex, which produces seminars, workshops and classes throughout the nation. Find talk radio producers with Bacon's Radio Directory.

Consider hiring a professional PR consultant

If you're looking for an ongoing media campaign as opposed to just a one-time boost, you may want to consider hiring a media specialist. A PR professional already has established relationships with the media, knows how to craft press releases that get results, and ensures that your business gets the promotion it deserves.

I recommend: Find out how to choose the right PR firm at eHow.