We all want information that can help us in some way. Unless your business or product is truly the first of its kind, the fact that it exists simply doesn't qualify as news. Any time your service or product can help someone, it might have a life in the media. Write down your story idea in one sentence. Then ask yourself, and answer honestly, "Who Cares?" If it still sounds like a good idea, proceed as follows.

As long as the topic relates to a lot of people, is timely and genuinely helpful, you're likely to get a good response when you e-mail or call the appropriate editor (assignment, financial, home editor, etc.) at an online or traditional print or broadcast medium. Here are some topics that will often pass the "Who Cares?" test, providing you are offering a genuine expert's non-biased advice and valid examples:

• Technical experts offering non-biased buying advice to consumers in the market for high-tech products.


• Tips on loss prevention from your company's computer security director.


• Your purchasing director's advice on saving money by building a web site.


• Customer service tips from the director of a highly successful online store.


• A personnel director offering advice on how to approach a job interview.


• A company legal counsel commenting on online intellectual property issues.


• Top 10 Things You Need To Know Before You ...


• Five Most Common Mistakes Made By...

If you are fortunate, your expert may be the only one in the story. But it's still valuable for your expert to be included with other experts in the story. It gives you the halo effect of being in good company.

If you know in advance when the story will appear, and you have enough lead time, send e-mail and/or postcards to your customers and prospects alerting them to the piece. After it runs, send copies of files, articles, disks or transcripts of tapes to the same list. Include a note that says, "In case you missed this, we thought you'd find it interesting." You can't buy the kind of good will media coverage can provide.