Suppose you were given the task of selecting a restaurant for a special family celebration. Coincidentally, you read a single paragraph in the local newspaper about a hometown chef who had just won a statewide cooking contest. This same story appeared right next to a half-page, four-color, expensive advertisement for another local restaurant.

Which of these two is most likely to motivate you to make a future reservation? Obviously, the short story has far more credibility than does a big, paid advertisement.

According to eWorkingwomen.com, Free press is one of the most powerful ways to spread the word about your business." Here's why:

It hits either a targeted market or a general audiencewith little impact on your sales and marketing budget.

It gives you an edge on your competitors who don't use it.

It is often more credible than paid advertisingalmost as if the media outlet is giving you its stamp of approval by featuring you.

It often generates more publicity.

Publicity in newspapers, magazines, trade publications, and newsletters has a long shelf life. Even online publications often archive articles that are featured at their Web sites.

It can attract qualified employees by positioning your company as a great place to work.

According to Monique Harris, president of The Connection Bank, when you talk about obtaining dirt-cheap publicity, sending out news releases is the hands-down best method." For the cost of an hour or two of creativity and a couple of envelopes and stamps, you can actually land on the pages of the most popular publications, grace the cameras of the hottest talk shows or be interviewed on your favorite radio show.

News releases, also commonly called a press release, can be used for a number of reasons including: announcing a new renovation or service, describing an upcoming event, or tying your information with some other timely news. They are normally only one page long as clearness and brevity are essential in this game. You can send them in via regular mail, fax (depending on the reportercheck first), or e-mail which saves paper and postage.

Dont forget to send copies of press releases to existing and prospective clients. Always produce more copies of a new release than you need for your mailing. Why? Clients view press releases as more important and factual than your expensive sales collateralthey simply carry more weight.

For a great source of PR ideas, check out Joan Stewart's electronic newsletter, The Publicity Hound's Tips of the Week. It is chock-full of tips, tricks, and tools for free publicity. Joan, a former newspaper editor, is a frequent contributor to newspapers, magazines, and trade publications. To sign up for her e-zine, visit her Web site at www.PublicityHound.com.