A few years ago, I took a break from public relations to work on my first local city council race. The candidate was actually my older brother, a person very active in his community but felt it was time to do more in realm of public service. So he decided to run for office.

From beginning we both knew that one of biggest problems he would face, as a first-time candidate, would be how to gain name recognition. One of ways in which we planned to circumvent problem was by integrating use of cable-access television into our communications strategy.

Yes, cable-access television! I know it sounds strange, and old Wayne's World skits from Saturday Night Live must certainly come to mind. In fact, most small-business owners do chuckle at mere mention of medium, but what they often don't realize is that many of same media strategies used in political campaigns can and are regularly implemented to promote small-business owners and their company services. Here's what you should know in order to take full advantage of this often under-used medium.

Respect Cable Access Hosts as Potential Customers

Sure, many cable access hosts are just ordinary citizens who want an outlet for expressing their views, but many of them also have prominent professional careers. No matter what their backgrounds happen to be, don't they also represent potential customers? You bet, and by appearing on their shows, you get a chance to describe your business in plain speech, talk directly to your customers and also practice doing interviews.

Contact Cable Access Hosts Early

Each cable outlet is different but most only allow hosts to produce a limited amount of shows so that everyone gets an equal chance at exposure. But, did you know that you can also use this information to prevent your competitor from appearing on future shows? Here's an example of how we did it.

It's now about 1:45 and you're due back at office for an important 2:00 o'clock meeting. You can't afford to be late. If you hit traffic lights just right, you'll walk into conference room right on time.

But you don't hit first couple of lights just right, and you're starting to sweat.

Then at 1:55, half a mile from office, you see blocking arms coming down just as you're pulling up to a train crossing. A freight train lumbers into view.

Now you're really sweating about being late.

Ever had that feeling? Not fun, huh?

That's feeling most people in news business live with. Not just once in a while either.

Every day.

Unless you've been through it, you can't imagine gut-wrenching and hand-wringing that goes on as a deadline approaches and you're battling to get your column written, your radio report ready, or your TV live shot on air.

There are constant challenges --

Journalistic: Is my information accurate? Have I confirmed it? Is there anything important I'm leaving out? Will my competition have something I don't?

Human: there are other people screwing up their jobs all around you, but you still have to get yours done as if everything and everyone performed flawlessly.