Quotation of Week Action may not always bring happiness, but there is no happiness without action.- Benjamin Disraeli -

Polls, surveys, tip sheets, and quizzes make great fillers. Your data doesn't need to scientific or statistically significant, just interesting. Unique contests, such as Thrifty Rent-a-Car's annual Honeymoon Disasters Contest, can generate tons of coverage.

The media love controversy and (despite frequent accusations to contrary) most go out of their way to present both sides of a story. If you can offer a contrarian point of view --and you can explain your case--reporters will often give you an opportunity

You can get media's attention to publicize upcoming events: classes, open houses, free demonstrations, visits by celebrities. Publicity before event helps spark interest and boost attendance.

Human-interest stories are everywhere, including your business. Think about people in your company, group, or organization. Does someone have an intriguing hobby? Pitch their story to local media.

Even weather and climate can give you a hook for free publicity. Homebuilders and remodelers can offer tips about saving energy. Doctors can suggest tips avoiding colds and flu during winter.

TV stations and cable channels, radio stations, newspapers, magazines, trade publications, and newsletters - both print and electronic - have huge amounts of time and space to fill.

There are more opportunities than ever, and competition is fierce for advertising dollars, viewers and subscribers. The secret to success knowing exactly what they're looking for - and giving it to them with a local twist.