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Get into the news
A media release is the easiest way to get free profile for your business. You can generate thousands of dollars of free publicity if you play your cards right - or bring down the wrath and ire of a hundred editors on your head if you don\'t. Believe me, you want to avoid the latter. Editors have long memories and little patience with those who try to abuse their valuable time and editorial space for a thinly-disguised free advertisement.

Now get the editor\'s names and address details, including email addresses. You could do this by going through the actual publications, scouring a Media Directory (you

should be able to find one in your local library), or even using the Yellow Pages. It\'s a good idea to ring the publication\'s main telephone number and talk to the receptionist, especially if the source of your information is not very up to date. Using our example above, find out who edits the material on windsurfing, and check the spelling of their name and email address at least. Make sure you are sending it to someone on the editorial team, not in the advertising section!

Preparing the release
Now prepare your release. It should:

• start with the newsy part first
• be about an A4 page, double-spaced - or two at the most
• These days almost all editors prefer to receive media releases by email - in the body copy of the email rather than as an attachment. You can attach a media kit (photos, brochure, etc.) or include a link to this if it\'s on your web site but don\'t make the file too big or it will be too slow to email (the editor\'s wrath, remember). If you really have to include anything that big or clunky, mail it or have it couriered. Faxed media releases are also acceptable in most instances, but of course, you can\'t send pictures this way.

  Other ways to build your profile
  Media releases are not the only way to get free publicity. You could also write articles and send them to relevant media, or offer to write a regular guest column in a particularly well-suited publication or other medium. In return, you can expect a brief mention of your name, business and a web address or phone number. (At least 80% of the articles on HomebizBuzz are contributed by home business owners looking to profile their businesses.) This is valuable free publicity, as it positions you as an expert in your field. Articles must be objective and informative, not specifically about your business.

  <font face="\"MS" sans="" serif\"="">Finally, don\'t forget such publicity-generating activities as holding unusual competitions or events, donating prizes or sponsoring individuals, teams or events - and especially don\'t forget to invite the media and send a press release and pictures either before or straight afterwards (or both). The more unusual or newsworthy the event, the more coverage you can generate.