One simple thing you can do right now to improve your PR visibility

Whether or not the economy is in recovery, you can be sure that almost all the media outlets you'd like to see writing about your company are having a rotten time. They're understaffed, overworked, and under pressure from owner-investors to make a buck. Ad revenues are in the toilet, and the future is uncertain. This makes it all the more unlikely that a harried journo is going to have time to look at your press release, or take the time to listen to you when you or your PR person calls with a great story idea.

Here's a tip: think about contributing written copy. Most magazines and Web sites are hurting for material precisely because they're understaffed. Most are more open than ever to running articles written by someone else. You won't get to write a glowing affirmation of your company's service or product offerings, but you might well get your photo and title (along with the name of your company) at the top of the page. Plus, because it's editorial, it carries a lot more clout than an advertisement.

Here's how to go about it:

Target two or three publications in which you're interested. Research the heck out of them. Read at least a few issues and find out where they allow outsiders to write articles. Usually there's a "spot", like "JOC TENS: In the Know" in the Journal of Commerce. Pay attention to the format - in this case, they're looking for ten top tips about how to handle a problem or make an important business decision. Have a think about something genuinely original and useful you might be able to add to the ongoing debate in this publication.

Write a brief proposal for the editor. Bear in mind that the slightest whiff of sales talk will put the editor right off. Nevertheless, don't take the approach that you need to cloak your intentions. The point of the exercise is for the magazine to get some honestly useful insight into your part of the industry while you get a little free publicity. It's a win-win situation.

It's not necessary at this point to spend the time writing the whole piece. The editor may say no, in which case you'll have wasted your time. One or two paragraphs outlining your intentions should do the trick. Of course, should you feel moved to write a perfect 800-word diatribe about something in the industry that no-one else seems to be talking about, go right ahead. Often the passion of the moment really carries momentum and, if it's well written and argued, you'll quite likely be able to find a home for it eventually.

Email the editor your proposal. Make sure you include a sentence that says something like: "In light of the recent debate in your XX spot on the subject of YY, I believe your readers might find the following editorial slant interesting." Be as specific as you can. Refer to former columns and columnists by name. It's important that you sound as if you're genuinely engaged with this publication and its specific needs. Put yourself in the shoes of the person making editorial decisions. Make sure you state clearly who you are and why your particular experience gives you a sound forum for expressing your opinions and conclusions.

After you've emailed the editor, wait a day or so, and call him directly. Finding phone numbers can be tricky, but most publications' Web sites will give you a general number, at least. You can call that number and ask for the editor's direct line.

I can't emphasize how important it is to have a really good-looking headshot in electronic format all ready to go. Sometimes, an editor will leap on a contributed piece to fill a hole quickly, and you need to be prepared. Make sure you have a well-lit, full face, headshot available in several different formats and sizes (jpeg, tif, low-res, high-res, etc.). If you can't afford a professional headshot, get hold of a decent digital camera and ask a colleague to photograph you with good light falling from front and above against a neutral background. Do not stand in front of a window. Make sure the photo is crisply in focus.

If the editor says yes, then that's great. You'll need to get on with writing the full version right away. Don't keep him or her waiting. If the editor says no, engage him in a conversation about what sort of ideas might work for him or her instead. Even if nothing comes of all this directly, at least you've given yourself a bit more name-recognition in the editor's head, and you may well find yourself getting more attention in the future from his staff.

If your piece gets published, congratulations! Make sure you get a nice .pdf digital copy that you can put on your Web site and use as marketing material.

Good luck, and I'll see you in the bylines.