Many people are online and using search engines to find the information they urgently want to find. If you can put information on the Internet that is designed to catch the attention of potential customers, then you can do that directly without going through the media.

How do you reach these potential customers on the web? Try these two tips:

1- Post press releases on your own site or at certain industry portals. These are special sites set up for dissemination of topical information, many of which offer the opportunity to post your press release for free.

2- There are many discussion groups, discussion forums, and mailing lists where people interested in a very specialized topic congregate and exchange ideas. This is something that was very hard to duplicate in the offline world unless you spent money and went to a conference where there were several hundred or thousand people, in the same place at the same time.

For more tips, look at Secrets for Getting Through to the Media Online.