And if you get tired of reading, I'll tell you how to make your computer read books TO you. In my audiotape program for Nightingale-Conant, I explain three proven methods to get in the news. Tie you or your business to current news. Read the headline news, online or off. Or listen to a few minutes of radio or television news in the morning.
Obvious answers are to have a sale if today is a holiday or some other special occasion.
One of my clients has a book on fear. When the news says a student just shot another student, my client can send out a news release commenting on why fear made the student pull the trigger. I also have a client who is a therapist, specializing in brain disorders. He can take the very same news story, comment on it, and suddenly make himself newsworthy. Yet another person I know is a woman who has a unique way of training dogs.