If you're just starting your business, send a news release to local newspapers, magazines and trade publications that serve your industry. If you join your local chamber of commerce, ask if they can write a short item about you in their newsletter. A simple news release of one or two pages will probably result in no more than a few paragraphs in your local weekly newspaper, or just a brief item in your weekly business journal. But it's a start, and it will let people know that you're open for business. If your business is very unusual-for example, if you offer pet-sitting services-the media might call you for a feature story.

Continue to send news releases when you offer new product lines or additional services, speak in your community, conduct classes or workshops, receive media attention in major publications, acquire a patent, get a new contract, sponsor a contest or survey, make a significant charitable contribution, get an industry award or move into a new market.

To learn more about how to get free publicity for your business, see Special Report #9, "How to Generate Free Publicity for Your New Business"