If you're in business for yourself, you've probably got a collection of books on how to be a marketing expert. Grabbing the attention of the media, whether traditional (newspaper, television, radio, etc.) or new media (blogs, forums, Facebook, etc.) is something most business owners dream of someday getting.
Here are a few things I've learned over the past decade of pitching the media and being pitched to as a member of the media. Even if you just have a side hobby that you want to turn into cash, these tips are a great starting point. Who knows, maybe someday you'll be written up in the pages of Fast Company or Forbes.
1. Know thyself. Realize why you're in business and what makes you different from your competitors. If you're not in it to win it, reevaluate things and innovate.
2. Know thy stuff. Are you an expert in your field? Learn all you can to become one and then create press/media kit materials around what you know and what value your business represents.
3. Know thy audience. Find out everything you can about your ideal clients and customers. Educate yourself on who they are and where they go for information to solve their daily problems.
4. Innovate. It has been said that the only human institution that rejects progress is a cemetary. You're alive, so accept and seek positive change. Change for the right reasons and in a positive direction will make it easier for you to be noticed. This video from Fast Company's Work Smart series will get you started.