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There are unlimited ways to approach the media to get free publicity, though some work better than others.

There are unlimited ways to approach the media to get free publicity, though some work better than others.

Here is a list of some of the types of stories journalists are likely to respond to. Some of these will apply to you, others won't; but you can use them as a stepping-stone for related public relations ideas.

Do well by doing good works. For example, you can sponsor a charitable event or do volunteer work for a charity. Doing good works offers you two chances for free publicity. You can distribute a press release to announce the commitment you've made before the event and another one after the event detailing some of your accomplishments.

Celebrate an anniversary or a milestone. Has your business reached its 10th, 25th or 50th anniversary? Just sold your 10,000th car? Let the media know. It's a great time for publicity.

Write a how-to article. If you own a pastry shop, offer an article on how to get a flakier pie crust. If you own an auto repair shop, offer tips on trouble-shooting or basic maintenance.

Tie in to the news. There are many possibilities. Let's say a celebrity couple announces that they're getting a divorce. If you're a psychologist or a marriage counselor, you could offer pointers on how to have a better marriage. If you're a divorce attorney or a CPA, you might issue a press release on the financial consequences of divorce.

Conduct a survey. If you sell computers, you can get free publicity if you do a survey about the most common customer complaints and announce your results to the press. If you run a health spa, you might do a survey to determine whether walking or jogging is more popular. Malcolm Kushner, humor consultant to Fortune 500 companies and author of such books as "Public Speaking for Dummies" and "Presentations for Dummies," has garnered national publicity for his annual "Cost of Humor Index." Each year he assesses the cost of such humor-related items as rubber chickens and whoopee cushions, then sends out a press release announcing his findings. He's been featured on several top TV talk shows and other national venues.

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