Print and TV reporters aren't the only ones who can have fun participating in your stories. Remember the radio folks, too. A recent promotion for a story done by a local radio station. One of the deejays who had a snoring problem was invited to the Sleep Wellness Center to see if he could be cured of snoring. I'm not sure if he was ever cured, but I remember hearing the promos for that particular story several dozen times over a two-week period.

If you're seeking publicity for a food product, a clever strategy is to hand-deliver the food to sports announcers at pro sports games. I'm a Green Bay Packers fan. And several Sundays during football season, local businesses deliver pizza, doughnuts and other food to the announcer's booth. Guess what they get? A free plug on the air that's probably much more effective than a paid commercial.

For more tips on how to involve radio personnel, see Special Report #42.