So you're trying to promote yourself, your company or your product--you can advertise (at considerable cost) or you can get some free publicity. But where can you get this publicity and what will make a media outlet choose you? Do you have the skills and tools necessary to make TV, radio, newspapers or magazines interested in you? These six steps will help you get ready for media.

1. Evaluate What You Have to Offer
First of all, these media outlets actually need good stories and information, so they are looking for you! Just give them something they will be excited about. You can get publicity if you've written a book, become an expert, developed a unique product, built a dynamic company, planned an event or tie in to a timely news item.

2. Determine Your Marketing Angle
A marketing angle is your strongest information tailored for a specific audience. Analyze your book, expertise, product, company, event or news tie-in and decide what's promotable. This may change depending on the media type. For television, use something visual. For radio, newspapers and magazines, your words need to paint great pictures.

3. Write a Pitch Letter
Hook them in the first paragraph, or in the trash you'll go. Whether you mail, fax or email your information, it must have a captivating opener. Use bullet points to show your best stuff. The shorter the better and no more than one page, ever.

4. Prepare a Media Release
Conform to the industry standard for media releases. Use company letterhead and include the phrase "For Immediate Release," as well as the name of your contact person and phone number. Catch interest in the body and say who, what, why, when and where. This information should read like a news story not advertising copy and should not exceed two pages.

5. Qualify Media
Use phone books or media guide books to gather information and make your efforts more successful. Bacon's is the best known, but states usually publish their own directories. Directories are often expensive, so try the SBA's Small Business Development Center, which is a great resource. To be most effective, know whom you want to reach in terms of geographic area, age group, gender, business association or income bracket. Then know the audience the TV or radio show, newspaper or magazine is focused toward.

6. Mail, Fax or Email and Follow Up
After you've sent the information, always follow up with a phone call. Be ready with a one- or two- line pitch to remind them of what you have to offer. The publicity you create will start the spark to ignite a great promotion. It spreads your ideas and shares your gifts with others. You can capture the dollars when publicity spreads the word about you!