IT SOUNDS TOO good to be true. Martin Baird--founder of Robinson & Associates Corp., a marketing management firm, in Phoenix--was mentioned in the Arizona Republic newspaper's small-business column. "From that, I was asked to do seminars for USWest phone company," says Baird, "who then purchased close to 500 copies of my marketing book. I was also asked to speak at the Western Entrepreneur's Conference. All that is the direct result of one news release."
The moral of the story? News releases work. And, if you want your business to get media exposure--whether it's in a newspaper or magazine, on television or radio--you'll need a news release and a media kit. You can successfully prepare both of these yourself, if you follow a few simple guidelines.