Product testing is another way to involve a reporter in a story. If you're seeking publicity for a new product, send the product to a reporter along with an invitation to do a comparison test with other similar products, then report on it. The media don't cover as many consumer stories as they once did, but if you can tie your product to a trend, or to a holiday or an upcoming event, or to the weather-then urge the media to compare your product to the competition-you must might get some free publicity.

Organizations that are hosting events in which people from the community participate can invite reporters to also take part. When I worked as an editor, the local school district invited me and other community members to go inside schools on Martin Luther King Jr. Day and read about black history to students. Being part of the story and answering students' questions was so much better than just taking a seat in the back of the room and watching another volunteer read out loud.

There are many ways to involve reporters in events. For more tips, see Special Report #42.