The Globe and Mail features Michael Hepworth – May 4, 2005

PR is a critical ingredient for success in a small business. Generally its free, you get into media you could not afford to advertise in and if done right can drive many prospects into your business.

The problem is that journalists and reporters are not out there looking for stories, that only happens in the movies. Most of them sit and wait for stories to come to them. Press releases alert them to interesting stories, which they follow up. Knowing this can be to your advantage.

Make it a habit to send out press releases to the media. Most journalists are not interested in your latest product or service unless it is truly revolutionary. What they are interested in is information of importance and value to their readers, listeners and viewers. Find an angle like that and you will have an excellent chance of getting coverage.