Your business doesn’t have to be glamorous or high tech to make the news. No matter what kind of business you are in, the hooks here can make you newsworthy.

Relate to current events. Look for a connection with other stories in the news. The media love a new twist on a ongoing story or new information on breaking news.

Do something new. New things are news. Do something cutting edge, create a new product, or otherwise break new ground.

Be generous. People love free stuff. Product samples, consultations, seminars, tip sheets, booklets, newsletters, audio tapes, coupons, etc. all make good giveaways. Send a press release announcing the giveaway and how people can claim theirs.

Host an event. Often, stories are connected to an event: coverage of a movie premiere, a book signing, a charity ball, a press conference, etc. An event gives the media something to report about: before the event they can report what and when it will be, and/or afterward they can report what happened there.

Get an award. If you’ve received an award it may be of interest to local publications, magazines and newsletters in your industry, etc.

Give an award. Announce that you are giving an award to a person or organization.

Do a survey. Could you do a survey related to your business and announce the results? For example, Harlequin Romances have done surveys on things like the most romantic place. It doesn’t have to be scientific.

Be charitable. Make a donation to a local charity, pitch in to solve a problem.

Piggyback on a holiday. If you’ve written a book about finding romance, Valentine’s Day is a logical time to increase your promotions. What holidays can you tie to your business?

Declare a holiday of your own. You can declare your own holiday and announce it in a press release.

Be controversial. Take a stand that goes against the conventional wisdom. Of course, be careful with this one as it can easily backfire.

Be visual. TV news is visual. If you have something that will make a good visual story, they will be more interested. Mention any visual elements to your story, such as a demonstration.

Be first. If you are a first that can be news. Are you the first business of your kind? Are you the first woman to do something?

Be human. Is there a human interest angle to your story? Have you overcome an obstacle, achieved something unique, done something unexpected?

Catch a trend. What are people talking about? Can you tie your business to that trend? Whether it is a pop culture phenomenon, a change in the way we do business, or anything else that has people talking, look for a connection to you and your business.

Be outrageous! While it’s not right for every business or every person, doing something outrageous can get attention. Have you seen stories about someone who spent a month perched on a billboard, or set a world record for roller coaster rides, or whatever? The right stunt at the right time in the right place can pay off with publicity.

See you in the news!

As the Idea Lady, Cathy Stucker helps entrepreneurs and professionals attract customers and make themselves famous. To learn more about getting free publicity, see Publicity Resources

How can you get your story picked up by the media? The best answers to that question come from the producers, editors and journalists who decide which stories get coverage. Here are some of the best tips I have gotten from these experts.

Be familiar with the show/publication. Your pitch should be about how your story will work for them. Don’t do a general pitch (“A story about dog training.”) but suggest the segment the story would be right for, or what makes it right for them.

Don’t take “no” personally. It may be that they have just done a similar story, or they can’t fit it in, or it just isn’t right for them. If you speak with someone, ask if they can suggest another show or publication where the story might work.

If at first you don’t succeed, pitch again. But wait at least a month or two, and come back with a different angle, not exactly the same idea that got turned down.

Many now prefer e-mail pitches to fax. It is fast to review, and can be easily forwarded to several others. Faxes often pile up unread, but e-mail gets read.

Keep your e-mail short and to the point. DO NOT send any attachments, as they will be deleted unopened (if they get through at all). You can include a link to your Web site or online media kit where more information is available.

When you e-mail, make your subject line enticing. Using “Hi!” or something else that looks like spam will get it deleted without being read. Start with QUERY: or PITCH: then give a short, punchy headline.

One national TV show producer said that you didn’t need to send video with your initial (mail) pitch, another said if you mailed a pitch with no video you wouldn’t be considered. In either case, you will need a video of other TV appearances before you get on a national show, so be on the safe side and send it.

Local media are always looking for local experts to interview on a variety of topics. Send them your bio and credentials and they will keep you on file for the next time they need an expert in your field.

Remember that the media do not exist to give you free publicity. They are there to inform, educate and entertain their readers, listeners and viewers. Help them do that, and you will have many publicity opportunities.

Publicity isn’t guaranteed. You can send several press releases and get few results. But one well-placed, well-timed release can result in thousands of dollars in new business.

As I set goals for next year, one of my top goals is to actively seek publicity on a regular schedule. Publicity isn’t guaranteed. You can send several press releases and get few results. But one well-placed, well-timed release can result in thousands of dollars in new business. It has happened for me, and it can happen for you, too. But do not expect that writing and distributing one press release will be enough.

Just as with any other kind of marketing, publicity has to be done over and over again to continue getting results. I have also discovered that sending press releases regularly can help establish your expert reputation with the media, even if the releases aren’t used in stories. When they see your name come up, over and over again, in timely, well-written releases, they begin to think of you as an authority on your subject. And they will contact you when they need you.

So, send releases to local media to announce your workshops and speeches, and to television and radio stations to announce your availability to comment on timely news stories. Send announcements, articles and tips to print media such as newspapers and magazines. Do not send the same release over and over to the same media, but contact them with new and timely information.

You may have noticed that I used the word “timely” a few times. Timeliness is important. If your story has a hook that relates to current events, especially if it gives a new spin on an ongoing story, the media will be interested. Keep looking for timely tie-ins to get your story in the media.