But before you approach the press with your story ideas there's some things you need to know first.

The media has no interest in promoting your business. Tell a reporter you want some free publicity and you'll be talking to air in no time. Reporters are looking for the story behind your product. As with the pool fence, the story was in preventing toddlers from drowning not the fence. We presented them the problem, they let us solve it. That's how publicity works.

Reporters and producers are overworked and usually responsible for developing their own stories. Editors are burdened with the task of reviewing stories from reporters, filling column inches in a newspaper or "air" in the case of a television news broadcast. It takes a lot of "news" to keep things running.

Although a press release is the most common way to contact the media it is not the only way. Reporters also need reliable sources for quotes, local angle opinions on national stories and industry experts.

Becoming a source for your local reporters and producers is a great way to build a relationship and the best way to attract a feature story. Call the media in your town that covers business or human interest topics and introduce yourself. Call the media and offer to be a resource in your field of expertise. Call the media with compelling story ideas.