Ever notice some businesses or business persons seem to have their name in the paper week after week? Want to know how they do it? Most public relations firms either don't know the secrets you're going to learn here or they won't take the time to do the necessary research to make you successful. Before you get started, you need to know this works, but you're going to have to work at it. In fact, you're going to have to work as hard as you work in your business! Now let's get on with it.

FIND YOUR NICHE
Just what is there about you or your company that Joe and Jill Public might find interesting, informative, humorous, or just plain entertaining? Carefully read the publications in your area from front to back every day for a week. (Don't forget the local magazines, newsletters, throw-a way papers and other publications that cross your desk.) Then do it again, and again and again.

After a while you'll begin to see a pattern of reporting that repeats on some periodic basis. For example, Internet on Monday, stocks on Tuesday, franchise information on Wednesday, staff promotions on Thursday and so on. Select out those sections in which you feel your business information might fit and start a collection.

Ask yourself questions like: "Why is this here?" or "For what audience is this written?" or "Why is this important to the reader?" While doing this, note how much space is given to each section and the length of each article or bit of information.

Sometime during this exercise you will see the light. "Oh! That's what this section is all about!" is a common exclamation. When you reach this ethereal plane, you have earned the right to continue.

WRITE A SUBMISSION
Fire up your word processor. Don't try to write the article for the publication, you're not in that business. Write information that FITS the publication and leave the rest to the reporter and editor of the publication. Be sure you tell: who, what, when, why, where, how, and how much. Use a paragraph for each, the reporter or editor will put it together.

Include one or more quotes from you, the president of your company, the person you're writing about or an authority in the field. Make sure their comment is germane, and keep it short and simple. A great way to do this is to make a telling (what, where etc.), then emphasize it with a quote. This way, the editor or reporter can pick and choose.

MECHANICAL STUFF
Double space everything and leave at least a one inch margin on both sides. Number the pages, and center the word "MORE" at the bottom of each page. Put "END" at the end.

At the top of the page write the name of the person where more information can be gathered, and be sure you let your staff know to notify that person immediately if they get a call. If the information is time-dependent, put the date and time of the event at the top. Write today's date there as well. Don't forget the company name, address and phone.

When you meet with the editor of the specific section for the first time, ask how he or she would like the information presented, and follow their guidelines to the letter. It's their prerogative, you know.

Newspapers have very tight deadlines, and if a critical bit of information is needed and you're not available, it's into the round file with your information.

Don't bother to include photos unless they are dynamic action photos. Most publications have a staff photographer that will make your attempts look as amateurish as they probably are.

MEET THE EDITOR (REPORTER)
If you actually do what is suggested, you will notice there's an editor in charge of each section. For magazines, look in the front to discover the name of the editor. Most newspapers put the name of the editor at the top of the specific section.

CALL for an appointment to meet the editor, don't just 'drop in'. Ask for 5 minutes. Be on time. Dress well. Smile. Use a breath mint. Take your information. Say something like: "I've been reading your section on (xyz) very closely for several weeks now, and I have something I feel would fit your style. I'm new at this, so I'll need some help, but I think I included all the information you might need if you decide to use my material. Would you look over my submission and tell me if it fits your criteria?"

If you win, you win. If you lose, ask for help--then you'll win.

KEEP IN CONTACT
If your material makes it into print, keep up the good work. Don't quit. The editor or reporter will come to depend on you for material, and that's good! It wouldn't hurt to buy a lunch now and then either, but don't start out doing this-it will look like bribery. Your real effort should be to make a friend. When you do, you both will be richer for the experience.