Some people take planes, others the bus, you can piggyback your way to fame (or at least free publicity).
PIGGYBACK ON A NEWS EVENT

After severe rains in Milwaukee a few years ago, a Minnesota company got several minutes of free advertising on a Milwaukee radio station by talking to the drive-time radio host about their special pump that removes standing water and moisture in the air. The host interviewed a company representative and gave out the company's toll-free number.

PIGGYBACK ON TRENDS

Do you sell a product or service that ties into a national trend? A credit counseling agency might offer themselves as a source for stories about the whopping credit card debt wracked up by college students, many of whom have their own credit cards. A non-profit agency that advocates safety for women can promote its community classes by offering the media tips on how businesswomen can be less susceptible to theft of laptop computers in crowded places like airports.

PIGGYBACK ON A HOLIDAY

Is your company doing something different on a particular holiday? Are you a management consultant who can suggest ways that companies can keep their employees productive during the holidays? Have you determined that it's more efficient for your business to simply close down during the week between Christmas and New Year's? Whatever it is, use it as your angle.

To find more ideas for how to use what is going on to your advantage, and get free publicity out of it, see Special Report 5 "How to Identify Story Ideas Within Your Company or Organization"