Are you looking for a way to reach your customers through free media exposure? Forget about pitching the biggies like CNN, Good Morning America and USA Today. Those are almost impossible to attract unless you’re really changing the world or really lucky.

Instead, go after your local media. Develop a hook that focuses how your new business, product or service is helping your community. Believe me, local news stations love covering interesting topics going on in their own backyards.

If you feel inclined, take it one step further. Instead of focusing on a single area, come up with several different hooks for different places. When I owned The Selling Block in St. Louis, we launched a World Series charity auction with Major League Baseball, the St. Louis Cardinals, and the Boston Red Sox. We received plenty of coverage in St. Louis, but having the Red Sox involved allowed us to gain additional media exposure in the Northeast.