There is no guarantee that PR (public relations) will work, but when it does it can be extremely powerful, ask Paris Hilton. There are a few things that every business owner should know about PR.

Rule # 1) start with the local media! Your local press is always looking for good stories. Many of the local media companies are owned by national media companies. If the story has national interest it has the possibility of getting picked up by the national press. Your local media outlets are much more open to hearing your pitch than CNN or Oprah.

Rule #2) Figure out the best media to use and it can be the local newspaper, the local radio or TV stations and the Internet. Each has their advantages and disadvantages. Typically if the New York Times publishes an article on the front page and the TV stations tend to follow their lead. Some stories are better suited for Newspapers than are TV when they first break. It depends on the visual nature of the story. At My Success Gateway, LLC we have been covered in all 4 big media: Newspapers, TV, Radio and Internet.

Rule # 3) Find the right person to speak to. I always like speaking to the actual reporter especially in the newspapers since they tend to know about their subjects i.e. environment and climate change. In TV you can always ask for the assignment desk or the assignment editor. I also find show producers helpful.

Rule # 4) Make your story current with the other news, and give it a hook! For example let’s say you run a massage business and every year near your town there is a big marathon. Set up a massage station near the finish line to treat the runners. Give them free massages. Explain to them that a deep massage is good for you after an event like this. Next get on the phone to the local news teams and let them know that you are a massage professional and are "taking care of the runners" post race.

Rule # 5) You have to make the story promotable for the news outlet. How many times do you see the nightly news say, "stick around for the next story of the Hollywood celebrity X who is dating X, you won’t believe it!" make sure that you tell this to the assignment desk, they will know that you are assisting them in doing their thinking for them and making their job easier.

Rule # 6) There has to be a payoff for the viewers! Many viewers will know that there is a marathon event in their town and might know the runners themselves or be a runner. The payoff for the athletes is that they will know how to deal with their back pain. The TV station will love providing use tips to the community, this is how they become the close friend to the viewers, they are viewed as a trusted friend helping the needs of the viewers.

Rule # 7) Ask to make the pitch! When talking to the media, the producers, the reporters and the assignment editors are very busy people and you have to get straight to the point, you will have 30 seconds to grab their attention, maybe less. What has worked for me is to be clear and succinct - to the point of what it is that I want to get covered in a story.

Conclusion, all businesses have the opportunity to get in the news. It helps when you know how to navigate the newsroom like a professional.

If you want PR and get on the local radio news learn from a PR Trainer how to be a master at media with Home Study Course on PR or listen to the Free Interview