Most new businesses start out on the proverbial shoestring budget. There never seems to be enough money available to do needed advertising. Add in other concerns, and it's no surprise that marketing and promotion end up last on the long list of perceived needs. Free publicty is the perfect promotional tool for start-up companies. While I can't make an expert publicist out of you in one short article, I will give you the basic tools you need to get started with your own publicity program and a resource list to enable you to expand your success and build your knowledge base.
Publicity is NEWS .
News about your company, its products or services, its personnel, etc. Theirs is a formidable task, performed under the constant pressure of deadlines. Your news release helps editors do their job. It's important, however, to differentiate a legitimate news story from what should be paid advertising. In other words, the news must be new .