First I wrote a news release. OK, so it did not read quite like a typical news release. It read like a newspaper article. Actually, it read like five different newspaper articles, because I wrote a completely different story for each of five newspapers in area. To some degree, I was able to emulate each one's style.

Next, we decided to provide photographs. We dressed my MP in a postal cap and had him carrying a postal bag. I snapped shots of him at doorways chatting with residents. This was just too "human interest" for any newspaper to ignore. Off to one-hour photo developer, then we chose five best shots and attached one to each of news releases.

Zoom, zoom. We hand delivered an envelope to each newspaper. The entire process took us just five hours from knocking on first door.

RESULT: Each newspaper had its own, unique, original story with its own, unique, original photo. This made journalists happy. Four out of five editors even used headlines I provided! It also made readers, many of who received two or three of newspapers, believe media had been there in person . . . making story all more credible.

Can you repeat this success? Yes. If you want to get great media coverage, but you are afraid media will pick up a negative angle, this is recipe to use:

1.Position your business as you would like to be seen. 2.Find a way to demonstrate your position or characteristic. 3.Write story for each newspaper as newspaper would write it, but place it in format of a news release. 4.Get some great visuals, going for action or something with a twist, and ensure each newspaper has a unique photo. 5.Let newspapers know that no other media outlet has same photograph.

Of course, it is always best to invite media to your event and serve donuts, but sometimes NOT inviting them is a better way to get not just "a" story, but "right" story.

=>Your online persona

In online world, you can be whatever you aspire to be, by creating an online persona. Take a look at these three sites:

1. Judy Cullins's online persona is "The Book Coach".

http://www.bookcoaching.com

2. Tara Calishain's online persona is that of an online research expert, with "ResearchBuzz".

http://www.researchbuzz.com/

3. Jane Teresa Anderson's online persona is that of a dream expert with "Jane's Dream Network".

http://www.dream.net.au

Judy, Tara and Jane have all created an online persona which is easy to remember. You can do same.

Start by thinking about what you're passionate about, and what you hope to achieve.

=> Your USP (Unique Selling Point)

Your USP (although you probably won't spell it out for people directly on your site or anywhere else) needs to be evident in everything on your site during first year or so. It's your mission statement if you like, or your compass.

Your USP tells people what to expect from you. This, combined with your online persona, is your brand. Your USP must relate directly to your audience.

Write down this question: "In one sentence of 25 words or less, what matters most to me?" Answer question.

Your answer won't appear on your site, it's strictly for you. Another way of putting it would be: "Where's my passion here?"

Your answer is your USP. You don’t need to share your answer. However, keep it in mind. Look on answer as your road map for site. If everything you write/ create for site harks back to those 25 words, there's no way you can go wrong in creating a coherent online persona. And your own brand.

=> Your tagline

From your 25 words, create a tagline/ slogan. You don't need to use exact words, just general idea behind them. For example:

My tagline for Creative Small Biz is: Turn your talent into a flourishing business.

For Digital-e it's: Info To Go.

Your tagline keeps you focused, it's a reminder to yourself.

There you have it. It’s easy to create your own online brand. How much does it cost? Not a cent, just some thinking time. It's value to you however, is immense. With your own brand, you will stand out online. (And you'll have a lot of fun, too.)

***Resource box: if using, please include***

Digital-e: For writers and creatives. Ebooks, free ezines, Creatives Club. Love to write? Turn your talent into a business! http://www.digital-e.biz/