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Everything used to be so simple. Newspapers, TV and also the radio ran the news, and businesses used conventional advertising alongside editorial to create business. Both editorial and advertising 'worked' and there was rarely any crossover between the two.

Now conventional media is threatened through the perceived free-for-all the internet has delivered, the 'citizen journalists' rival the TV and also the newspapers using their back bedrooms, and advertising seems to have lost its effectiveness as viewers, readers and listeners end payment attention.

This really is not so good news if you are a conventional media outlet or a conventional business, but great news if you're prepared to jump in to the news business, at least when it comes to spreading this news regarding your business!

If people are no longer responding as enthusiastically to sales messages, everyone continues to be thinking about information - and more and more information - about 'things'. The web permits us to research products, services and firms ad nauseam before making a choice to buy. Which means that prospective customers are actually much better 'qualified' once they (finally) contact you, given that they have discovered most of what they needed to know. And also the companies that win these clients are the ones that possess the most info on the internet about what they do. This information - in the broadest sense of the word - is 'news'.

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And if you're currently in a position where there isn't much 'news' out there about your business, how do you start rectifying the situation?

    Start telling people your news

The simplest way of using this method is by using a normal (ie at least once per month) e-newsletter or update. It doesn't really appear you call it, as long as it goes out regularly and it is primarily informational, that is it's not only a sales pitch. And if you put a signup box in your website with sufficient reasons as to why anyone may wish to receive your newsletter, you can increase your list.

    Start updating your website with this news

Search engines like google give preferential treatment to websites that the) possess a lot of content on them which b) are updated regularly. You are able to score on counts by putting your newsletter articles in full text in your website every time you send it.

    Start sending some of what is the news to 'the media'

Pricier achievement from sending news releases to your local paper in order to a national TV station, if you don't have worked out why either of those outlets may wish to cover your story. Instead review your story and figure out which media outlets would really like it. The best places may be industry journals or specialist magazines or websites.

Any positive coverage online will not only drive people to your website, it will probably generate inbound links which supports your website's search engine rankings. Any positive coverage offline will even drive individuals to your site (whether or not the website is mentioned) and will enhance the profile of the business much more effectively than any advertising can.