News releases, media alerts, pitch letters and news conferences are just four ways to gain media exposure. Here are more:

A guest article can position the author as an expert on the subject being discussed. It can be a how-to article, a position paper on an issue of concern to readers or a response to other written material. Check with an editor before writing the article to gauge interest.

These can offer your opinion on an issue or a response to previous editorial coverage that supports or offers a different point of view. Letters should be short, normally two or three paragraphs long, using statistics, reasoning and substantiated claims rather than impassioned statements. Letters to the editor should be directed to the editorial department.

Most newspapers have a section that lists coming events in the community. Use them for special events, lectures, exhibitions, grand openings and more.

Business sections of newspapers often devote space to area businesses and people. Whether you are announcing a recent promotion or a company award, business sections are a good place to gain exposure for your organization.

Volunteering to speak for area organizations, such as civic and service clubs, chambers of commerce, schools and social organizations, can lead to media exposure. After you secure a speaking engagement, alert the media by news release or media alert depending on the timeframe. Make sure you include why the lecture may interest the public, when, where and for whom it is intended and your level of expertise on the subject. Choose speaking engagements wisely. Nothing destroys credibility faster than speaking on a topic you are not qualified to discuss.

Hundreds of hours of free time on television and radio public affairs programs and cable systems can be used to educate the public, raise money, alter attitudes and make a name for an organization. The key to successfully pitching a talk show producer or guest coordinator is to mix timeliness with consumer interest.

A smart strategic move is to publicize yourself while establishing relationships with the media. Send a letter to reporters and editors in your area once a year listing your name and address with a short description of your services, including daytime and evening contacts and phone numbers. You might enclose a printed Rolodex card with your letter. Make yourself an expert resource that reporters turn to for information.

Well-known people can spread the word in public service announcements, publications and personal appearances. They are instantly recognizable, newsworthy and frequently will donate time if they believe in the cause being promoted. Target celebrities who are scheduled to perform at coming events. Request a personal appearance on your organization's behalf or ask for participation in a public service announcement.

Tie in with news events of the day. Tie in with a newspaper or other medium on a mutual project, such as a seminar or awards program. Conduct a poll or survey. Issue a report. Take part in a controversy. Arrange for a testimonial. Arrange for a speech. Make an analysis or prediction. Form and announce names for committees. Announce an appointment. Celebrate an anniversary. Issue a summary of facts. Tie in with a holiday. Announce an award. Hold a contest. Pass a resolution. Appear before public bodies. Stage a special event. Release a letter you have received. Adapt national reports and surveys for local use. Stage a debate. Tie into a well-known week or day. Honor an institution. Organize a tour. Inspect a project. Issue a commendation. Issue a protest.