Bypass the Mainstream Media

Good advocacy depends on quality earned media - free coverage by news outlets - that gives your message credibility.

What if they don't want to cover your message or you can't get it to them? Post your press release on your blog or website and link back from Twitter, Facebook, LinkedIn and any other online medium you can dream up. Reporters often carouse these outlets for sources of news overlooked by news editors.

Additionally, social media sites allow you to beat the traditional media at their own game. Publish after they write their story but before the printed edition hits the street and get a jump on the news.

Websites continue to pop up that offer distribution services. Remember, you get what you pay for, but if you have nothing to pay they're probably worth a shot. Here's one that says "PRLog is a free online press release service. You can submit your press releases at no charge. All of our services are free."