There are some newspapers that now put letters to editor that didn't make newspaper on their web sites. Soon, a letter to editor may be guaranteed publicity.

Longer, signed articles called “op-eds” run on same page and are spectacular showcases. Try one.

Sports fans might look at it this way: reporters and on-air personalities are like play-by-play announcers. But experts are color commentators who fill in meaning.

Try this: I defy you to watch any news program or channel for more than 10 minutes, without seeing an expert quoted. Won’t happen. Just like you’ll never see Monday Night Football without a gaggle of commentators.

But, unless you’re ready to cough up big bucks to buy mailing lists, it limits you. You can only reach people you already know – ones in your database. All those people will get to know you better, and that’s good – but you won’t be meeting any new prospects. To do that, it’s either spend on lists or advertising, or learn how to get yourself some free publicity.