The least expensive, most effective way for you to promote your product is through media coverage. Reporters are excellent communicators. They can often tell your story better than you can. They also have the attention of the public.

No promotional tool is more underused than product news coverage. I know because my company, Media Relations, Inc. has been arranging product news stories for 18 years. We are forced to be an aggressive sales organization because of the limited demand for what we sell.

But, the more we educate people about the power of publicity, the more companies see the light and understand its value. Product news coverage is sales-rich content that meets people where they live. It