You can jump up and do the "free advertising" song and dance, because here's one more way that your small business can market itself for free. Yes, it's the press release - never guaranteed to be seen, but if it is, you've hit the free marketing jackpot.

If you're not familiar with the function of a press release, it advertises a company or organization in the form of "news." Press releases can go to newspapers, magazines, TV stations, other businesses - basically anyone with a fax machine or email address (it's no longer free if you use snail mail.)

Press releases are often used in the media as "filler," which is jargon for "stuff we throw in because there's space to fill, time to kill, etc." In other words, press releases fool the audience into thinking that a staff writer is actually reporting on a particular subject. I worked for a newspaper, so I know about trying to fill holes with press releases.

However, don't open your new Word doc just yet -- There is plenty of competition for who will get the coveted filler spot, so keep reading for guidelines about how to give your press release an edge over all those other companies and organizations vying for free publicity.

Going back to the concept that a press release advertises in the form of "news", you have to remember that "news," of course, is relative. You might find it newsworthy that your supplies from Office Depot always arrive in a timely fashion. And 99.99 (repeating) percent of the population does not. Because the media is worried about ratings, readership, and other various audience assessments, they still have to keep their content interesting - even if they are passing off your work as theirs.

So what are some things going on with your company that could be considered newsworthy? How about...

- A sponsorship of a charitable event. Doubly good, this kind of press release not only gets you free publicity, but also generates goodwill among the audience (and hopefully, in turn, business).

- The hiring, retiring, or association with a high-profile figure in the community. Even if it's a notorious figure, they say there's no such thing as bad publicity.

- The sale or offering of a new cutting edge product or service.

- Any event involving children.

- Recognition awarded to your company.

Basically, if it doesn't seem inappropriate to hear on the news or read in a newspaper, your press release has a shot.

So what's the trick to making your press release stand out amongst the slew of other faxed and emailed press releases?

- First of all, you (or whoever is writing your press releases) may want to brush up on your journalistic style of writing. There are many books on the subject, but I will give you the lowdown in case you are too cheap or lazy to research. You want to fit your who, what, when, where, and why into the first paragraph. In other words, fit the gist of your entire story at the very top. For example:

Karen Johnson's Photography Studio announced today that it would be teaming up with the local YMCA to take photos of low-income children with Santa Claus. Eligible children will be photographed between 11 a.m. and 4 p.m. in the food court of The Galleria Mall.

If all you read was the first paragraph of this press release, you would know what is to take place, what time and where to bring your children, and who is sponsoring the event. You can discern why this happening because the children are described as low-income.

After you spill all in the first paragraph, you can then go on to provide unnecessary details. In this example, the story might go on to talk about Karen Johnson's Photography Studio, kids that have been helped in the past, the recurrence of the event every year, etc. etc. This is really where you can sneak in some selling points for your company. Keep in mind that you are filling space, and once the space is filled, then your story will be chopped - bottom to top. I would recommend preparing to write your press release by reading articles, especially those you can identify as press releases.

- Make sure your spelling and grammar is flawless. Fitting in a press release is often a last-minute process. Therefore, editors are going to be looking for releases that are the most ready for print and require the least amount of editing. If your story is really REALLY good and newsworthy, then the writers may be willing to take your release and re-write it to up to journalistic and grammatical snuff. Unfortunately, it is very rare that a crappy press release would be considered a diamond in the rough. It will more likely end up in the wastebasket or deleted files folder.

- Include pictures if you are emailing your press release (Do I have to tell you not to fax a picture?). Again, the name of the game is taking up space. If a newspaper has a large space to fill, they are going to view your press release with photos as a godsend. Do your part and send good pictures that help tell your story. Include captions so that the writers will not have to make them up for you.

- For press releases listing an event -- Put a date at the top of your press release. If you have an event on March 15th, for example, specify the run date as March 5th - 15th. There's no point in listing an event after the event date. Also for event listings, be very specific as to location, contact person, and time (be sure to put a.m. or p.m.) Include a phone number, email address, or website in case anyone has additional questions.

- Tag team your press releases. Send them both by fax and email. (ALWAYS email. Stories submitted electronically do not have to be retyped, and therefore are more appealing.) Email them to the publisher, editor, writers, production coordinator -- whoever might decide to pick it up at the last minute. If you're really passionate about your press release, call the news room and tell them that you are sending it. Always include a contact name, number, email address, and web address on the press release, in case a writer wants to follow up with you about questions concerning your story. If you go the extra mile and actually mail your press release (again, no longer free), include literature such as your company's brochure.

- Finally, keep sending press releases for your company. To use two clichés, it's a numbers game and you have to be in the right place at the time. To make it as easy as possible, form a database with the fax numbers, email addresses, and mailing addresses of all the media outlets in your area. An email distribution list will quickly allow you to send out a press release with one click. Take the time to research the appropriate contact person. It's a fat chance your press release will be included if you're addressing it to the ad salesguy that quit two years ago.

To sum up press releases, it's about quality as much as quantity. If you submit solid press releases that are newsworthy, can be easily edited, and include interesting pictures, you are likely to beat out the other contenders that are competing for the same small space or timeframe. So do your research, double check your spelling and grammar, and try to get free publicity from as many outlets as possible.