When you think, “I need to start marketing my business,” many see dollar signs. But that isn’t the case if you get creative. Publicity is a form of marketing that is almost always a matter of time instead of money.. Yet it can be more effective than buying a lot of advertising. Here are some basics to get you started:

Get to know those that buy ink by the barrel. Find out the media outlets, editors and reporters that work in your community and specifically in the areas that affect your business. If you work in the health industry, seek out the medical editorial staff. Restaurateurs should buddy up with the entertainment and food reporters. Start building a relationship with those personnel and publications and check in on a regular business.

Become a local celebrity. Often the best publicity is inserting you or your business in a legitimate news story rather than on the business pages announcing your grand opening. Once you have a relationship with the reporter, offer your expertise to provide interviews for stories they are writing.

Get Social. Social media such as Twitter and Facebook have changed the way people consume news. Don’t forget to post your press to these tools to increase your exposure. But, before you jump into the social scene make sure you have a strategy for your business. Whatever you do, stay consistent in your efforts and remain authentic.

Make it interesting. The key to good publicity is to make your story interesting and topical. Think about the reader. What do they want to read about? Look at good national stories and consider ways to localize them and relate them to your business. This, above all else, will get your business in the public eye and build your credibility.