How to Get Free Publicity

Send out a press release. If you've got something newsworthy to say, put it in a press release and send it to all the appropriate media. Most newspapers and magazines, in particular, love to hear about the opening of a new company or division, significant hirings, or the release of a unique product or service. To make sure you send the press release to the right person at each media outlet, call ahead of time and find out the person's name and fax number.

Promote an event or contest. Sponsoring or promoting an event such as a 5K race or a golf tournament can generate more publicity than just about any form of advertising, especially if the event benefits a charity. Holding a contest can be great, too, because people love to hear about something they can win. The more unusual, the better!

Register with search engines. Major search engines such as Google and Altavista do not charge for standard listings. It's easy to submit your site and it can profoundly expand your customer base.

Provide a free product or service. It's amazing how many people will go to great lengths to get something for free -- just look at the reaction of a crowd when free t-shirts are tossed into the stands at a sporting event. Although the cost of a product giveaway can add up, providing a free service usually doesn't cost anything but your time.

Write for a newsletter. If you're a member of a chamber of commerce or another organization that puts out a newsletter, volunteer to write a regular column. It won't pay anything, but you'll establish yourself as an authority in your field, and hopefully your company will benefit accordingly.

Act as a source for the media. Reporters always need sources and expert opinions for their stories. If press releases don't do the trick, you can still get your name in the news by offering to provide a quote whenever a reporter is working on an article about your industry.