Expensive media advertising is great if you can afford it, but you may not have to pay a cent to get covered big time by big time media. Each day thousands of media outlets give away millions in news coverage, promotional tie-ins, and adlibed plugs.

It doesn't matter if you are a small business that can't afford advertising or a larger firm who could use a boost to your existing marketing budget. Going after no-cost media coverage is an important effort that will pay huge dividends over time.

Here is how to get your share of free media bonanza:

1. Most media need a steady stream of prizes to give away. Radio stations offer free items to listeners. Newspapers give bonus prizes to their delivery people. Rather than buy prizes, most media like to get them from businesses in return for a free mention on air or in print.

Kevin Nunley of DrNunley.com tells story of a radio station that offered free ads for someone to remove snow from their parking lot. "A guy with a tractor showed up, removed snow,and we immediately started giving expensive commercial slots away to guy's little snow removal company."

What to do for them? Buy a gift they may or may not want or need? Wine? Maybe they don't drink. Candy? Maybe they are watching their weight. Calendars? Desk stuff? When's last time that you received something like that from someone that you do business with? Did you like/want/need/appreciate it? My guess is "No". So what can you do that everyone will appreciate without breaking bank?

Consider this: donation cards. I have used this concept with great success. Here's what worked for me.

Print post cards that are self-addressed/postage-paid on one side. On other side put a holiday message to effect "Thank you for your continued support during past year. In lieu of a gift of some sort, we felt a charitable donation in your name would be more in keeping with holiday spirit….", a place for name and address, and a list of charities from which they could choose. (You can see and borrow a sample from http://www.TheStayAtHomeCEO.com/donationcard.htm )

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