Leverage the news

Current events of the day or week get more exposure to more people than most other messages anyone puts out. Guerrillas leverage the news by tying their products or services to it. You see tax experts quoted in the first quarter of the year, for example. Or jury-selection experts got a lot of free publicity during the O.J. Simpson trial. When you hear of a news event for which your product or service is a natural fit, create a press release tying the event to your business, and use the "news hook" as a lead-in for discussion group messages or classified ads.