So ideally, your job is to find your niche and to narrow it down as much as possible. By doing so, free publicity will, as a result, flow to you quite easily. Non-traditional mediums will seek you out. Specialized publications, strategic alliances, and cable as well as community television stations are wonderful mediums to get the word out effectively. This is an area in which you can get a lot of publicity at little or no cost.
Publicity is remarkably different than advertising.
There are many different ways to get publicity out there, let alone free publicity. Your goal is to get yourself known as an expert in your field. If you have narrowed your focus to a very specific, highly specialized field, publicity will come easy to you. The media loves to hear from people who are uniquely qualified. As you can see, the list goes on.