* Do featurettes or newspaper articles on the key marketing messages couched in an informational format. Don't hit readers in the lead with the product message.
* Call attention to an 800 number, a free brochure or a web site where Readers can get more information about a topic that concerns them.
* Quizzes can set the public straight about the truth vs. a popular misconception. Q & A's do great.
* The shorter the newspaper column or featurette, the more placements you are likely to get. It stands to reason: short columns require less space!
* Quote an expert on the subject, e.g., a dermatologist about skincare, a financial expert on family finance. (Newspapers in the suburbs have wealthy readers and no financial editors, or beauty columnists.)
* Educated homemakers and senior citizens will write to their representatives because they don’t want increases in consumer prices, or to waste government tax dollars, and because they have the time. Ask them to write to their senators and congressmen.
* Create visibility for corporate good deeds – how you benefit the public interest.
* Ask us for other ideas. We know what will work for you.
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