How many times have you picked up a magazine and seen yet another article or photo about a competitor who always seems to be in the news. You know you offer better service than he/she does, that your prices are lower, and your quality higher. So how come everyone interviews him? It's really very simple!

Becoming a source is often as easy as calling a reporter and saying "I am an expert on such and such and I'd be happy to give you an opinion the next time you write about the subject."

Business Week ebiz, March 20, 2000 E-tailing's Missed Opportunity: Customer Service by Ellen Neuborne There are low-tech ways to make the customer happy, too. Here's an easy one for e-tailers: List your phone number prominently. If it's hard to find, "it can drive the customer crazy," says Internet consultant   B.L. Ochman of Whatsnextonline.com. "What kind of message is that sending? 'I don't care what you have to say. Just send me an e-mail, and maybe I'll answer.'"

Reporters and editors are constantly looking for new sources. The same six guys tend to be quoted because these are the guys editors know. How can you join this elite group? Pick up the phone and introduce yourself to the person whose name appears on articles about your industry and say that you'd like to be among his or her sources in the field. Offer to supply him with information about you, your company, and some industry issues for his files. He'll add you to his e-mail address book and his Rolodex.