If you have interesting ideas that can get your company some free publicity, use them. But, use them right, know who to and where to pitch your ideas. For example, pitch to.

Local newspapers. Find out which reporter covers your industry. Then call the reporter, introduce yourself and invite the reporter for coffee or for a tour at your company. It's often helpful to tell the reporter you are not necessarily expecting a story. You simply want to let the media know about the innovative training programs or recruitment strategies your company is using. Also keep your eyes open for reporters who are covering the labor shortage.

Columnists. Newspaper and magazine columnists, who must produce regularly, are always on the prowl for interesting ideas. Yet they are frequently overlooked. Target business columnists, particularly those who cover workplace issues.

Trade journals. Call or e-mail the editors at trade journals that cover your industry and suggest an idea.

Newsletters: Find out which newsletters are read by people who you want to apply for jobs at your company. Then send articles about your training programs, work environment, recruitment and retention strategies and other related topics to the editor. Be sure to include contact information so job-hunters know how to reach you.

For more great resources on where to pitch your great ideas, and tips on how to pitch it right, see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"