Before determining which publications to target, it is important to carefully consider your markets. Where are they located? What do they typically read? Are they local or spread out across the state, country, or world? If your customers are local, then the local paper, newsletters or magazines could be an excellent place to begin. If they are not local, look for publications that they frequently read, such as magazines, newsletters, and industry or trade journals. Furthermore, consider exploring other avenues such as partnerships with other businesses whose customers may be yours, or newsletters they may produce.

For example, if your customers are predominantly mothers, it may be worth considering women's magazines, school newsletters, mother and child or parent-focused newspapers, neighbourhood or special interest groups, hairdressers, boutiques, supermarkets, gyms, etc. Do your customers belong to a specific demographic, socio-economic group, locality, age range or gender? If so, identify what these people read, and create a list to start with.

Once you have identified the publications, obtain copies and examine how the articles are written. Is the tone formal or informal? Chatty or serious? Do they include quotes from people, or are they just information pieces? After examining the style, craft your article in a similar fashion to the journalists who write for these publications. By imitating their style, your piece will better fit the publication and increase your chances of acceptance.

It is important to remember that journalists receive numerous press and media releases daily, so make sure to write something newsworthy and appealing to stand out. The more attractive and relevant it is, the greater the chance of acceptance.

Now, let's discuss how to come up with a novel angle for your subject. Here are some examples:

• Create a weekly advice column on your specialised topic.
• Share a story about a new product or service you've developed and why it's sensational news.
• Celebrate your business's birthday with prizes, competitions, and special events. Invite everyone to attend.
• Comment on a topic in the news related to your field of specialty. Have an open day and invite everyone, including journalists, to attend. Share the fun to be expected well in advance to maximise the chance of coverage.
• Tell a story about something special you've done for a client or charity or offer to donate a percentage of sales on a particular day.
• Offer free tip sheets or booklets that have something to do with your product or service. Ask readers to phone for one (great for building your database too!).
• Share a function that you've spoken or will speak at. Outline the benefits of the information attendees will learn at the function or of an offer they will get by attending it.
• Host a try-and-buy day or an open day at your business where people can get free or discounted products or services (great for "fire selling" old stock).
• Advertise a "theme" day, such as St. Valentine's, St. Patrick's, first day of Spring, Back-to-School, Christmas, Halloween, Melbourne Cup, or any other creative ideas that you can come up with. The more different you make it, the more likely the publication will cover it.
• Run a competition for your readers or children (kids love coloring competitions). Have an excellent prize for the winner.
• It is worth noting that humour can be a powerful marketing tool. Thus, if you engage in any amusing or unconventional activities (which is advisable from time to time), it is recommended to publicise them.

When submitting your article to a newspaper or journal, type it on white paper using only one side. Use double spacing and wide margins. Use your letterhead or type your name and address at the top. Head the page "Press Release" and put the date for release or "For Immediate Release" (underlined) if the story can be used straight away.

At the bottom, put "For More Information Contact" and a contact name and telephone number, both during and after working hours. Journalists often work irregular hours. If they want to interview you, they may need to contact you after hours. Remember to attach a photograph illustrating the story (make it interesting, not a portrait). You will need to ask whether black and whites or colored photos are preferred and label them on the back (do not write on it) with a caption. Again, look at the type of captions used and try to imitate them.

Make sure your release has no spelling or typographical errors. Instead, use short sentences and paragraphs and make them positive and full of impact.

All releases can be addressed to the Editor, although you may find special section editors on more prominent publications, e.g., health and beauty, sports, home and garden. If your article relates to one of these, address it to the relevant section editor.

Remember that submitting an article or release does not guarantee coverage. The decision to publish depends on several factors, such as the availability of space, the relevance and newsworthiness of the piece, the competition for coverage, and the advertising status of the submitter.

Thus, it is a numbers game, and the more articles or releases you submit, the higher the chance of getting coverage. Also, remember that free publicity is not limited to print media; TV and radio are also excellent avenues for publicity. Determine the media outlets that your target audience consumes, and craft compelling stories about your business to capture their attention.

The rules for TV and radio are similar to those for print media, but the competition for coverage is fiercer, so you need to be creative and think outside the box. If you are struggling to come up with ideas, organise a brainstorming session with your friends or clients over dinner or drinks to generate innovative and distinctive concepts.

• The driving school obtained coverage on A Current Affair after submitting articles about retraining older drivers.
• Additionally, appearances were made on significant talk shows, including Midday, Good Morning Australia, and Today, after a pub owner published a book on the facts and fiction of the Melbourne Cup.
• A consulting company secured monthly articles in a business magazine after offering to consult as prizes in a competition.
• A food retailer received daily radio appearances by running a competition and offering prizes for the best turkey impersonation at Christmas.
• A wholesaler received full-page free newspaper coverage and had their highest sales day ever after hosting an "everyone invited" open day at their business.
• A footwear importer obtained a significant article in the Business Review Weekly (Monthly section) which preceded the official launch of a new product and generated considerable interest by substantial buyers.

It is essential to bear in mind that if a TV or radio producer picks up your story, they will probably want to interview you. As such, it is crucial to prepare well, dress appropriately, and be able to articulate your message quickly and clearly. As TV "grabs" can be as short as seven seconds, it is vital to learn to be succinct.

It is evident that generating publicity is not difficult; it simply requires a little imagination. Here is an action plan to follow:

• Make a list of your customer or potential customer demographics or common traits.
• Think about what publications and other media outlets they read, listen to or look at.
• List them and find out their deadline times.
• Brainstorm a novel theme, story, or promotion for your business.
• Write (or hire a professional copywriter to write) several media releases about it.
• Have photographs taken; black and white, glossy, not matt, and write a caption on the back.
• Submit your packages just before the deadline date.
• Send media releases on different subjects and themes regularly.

It is crucial to remember that publicity is a numbers game, and the more visibility you have, the better the chance you have of becoming known. If executed well, you might become an "industry expert," ensuring regular coverage.