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Making your business attractive to the press can lead to great publicity

By Dominique King

Opinions expressed by Entrepreneur contributors are their own.

Jennifer Rancilio recalls one of the first times the press came calling-for a booking on a local cable TV show. "I think more than anything, I was worried about sounding uninformed. I was panicking about a 20-minute interview with the local cable company," says the 27-year-old owner of Tutto Bene Imports, a Web- and catalog-based business specializing in Italian ceramics, in the Detroit suburb of Birmingham.

Rancilio quickly realized that calls from the local press were an opportunity to generate positive free publicity for her store. "The press can really help you if you let them, because nothing is more beneficial than a third-party story," she says. "I've never had anyone mention the ads I've placed, but people will come into the store with an article three months after it's appeared."

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