Any marketer will tell you that publicity is more effective than advertising for creating visibility for your business. And dollar for dollar, publicity is usually the least expensive way to get your name in the paper.

But just because publicity is a good thing doesn't mean that it is easy. When you're sitting at your desk staring at the "press release" item on your to-do list, you may be wondering what the heck you can write about your business that is newsworthy this month, and that might possibly interest the editors on your press list.

The good news is that the job of editors is to fill space, and so any appropriate press release that you can give them will be welcomed. The not-so-good news is that to be appropriate, your press release must be relevant to the publication's readership, well-written, and in before deadline.

As to what is appropriate for the publications in your sphere, you can either check the press release submission guidelines (found on most publications' web sites) or develop personal relationships with the editors (not a bad idea, but it can be time-consuming).

If you haven't got the time to do your due diligence, or if you're the maverick type who prefers a "throw it against the wall to see what sticks" approach, here is a list of appropriate topics for press releases that most business section editors would welcome:

1. Opening a new business. Yes, even your real estate practice can be newsworthy (with the right spin).

2. New business direction or competency. After 20 years of doing one thing, have you developed something new and different to offer your clients?

3. Signing a major new client or contract. Nothing succeeds like success, so don't be shy about tooting your own horn. Just be sure that your agreement with your new client doesn't preclude publicizing the relationship.

4. New hire, internal staff promotions, or other personnel shuffles.

5. Introducing a new service. Yes, you'd think this one would be a gimme but many REALTORS® simply fail to let the public know what's new.

6. Formation of a new alliance, co-venture, or licensing agreement. Partnering with another business creates credibility.

7. New office space acquired, or old office space remodeled. This may not be big news, but it helps position your business as being upwardly mobile.

8. Launching a web site. This really only works when your web site is more than just a brochure for your business; you need to provide some value for your site visitors to get space on the page.

9. Announcing a contest, sweepstakes, sales promotion, or competition. Who doesn't want to save money or win something?

10. Events calendar of classes, seminars, workshops or programs.

11. Giving a speech for a civic, philanthropic or other outside organization. Not only is this an event announcement, but also it's a great way to position yourself as an expert.

12. Winning or being nominated for an award or other special recognition. Yes, it really is an honor just to be nominated, and it's flattering when someone outside your business thinks you're great, so why not tell the world?

13. Awarding recognition to others. One of our coaches has a REALTOR® who selects a vendor (title, mortgage, home warranty, etc.) each year for her Vendor of the Year award, and it always resulted in positive publicity for both parties.

14. Commemorating a significant milestone or anniversary. Hey, even McDonald's made a big deal out of selling one million burgers back in the '60s, and look where they are now.

15. Media mentions such as interviews, spotlights or quotes in major newspapers or magazines, or planned appearances on television. We'd all want to know if you were booked on Oprah, so immediately after the taping, please do write that press release.

16. Reaction to or statement regarding a topical event or issue. I have been called many times by our local newspaper and national magazines to release a statement outlining my position on various real estate topics that happen to be hot.  I have been quoted in many front-page articles and in national publications along with executives from two major real estate companies.  It does impress clients.

17. Survey results or findings, or an industry report. It doesn't have to be fancy, but if you can provide a report on the pulse of your industry, you can carve out a significant place in your market.  Newspapers LOVE this stuff.

18. Philanthropic activities such as programs, support, or donations. Holding a bake sale for charity? Donating part of your commission to a ‘cause'? People love to hear how businesses - including REALTORS® support their community.

19. Special events such as a celebrity visit, involvement in a campaign or endorsement. You don't have to hire Angelia and Brad to get a lot of attention. Americans love celebrities, so if you work with one, let everyone know.

20. Significant policy changes, such as a decision to use nothing but recycled materials in marketing pieces or working with a team or new company for example.

Remember that the key concept in news is "new," so if your news is old, there is probably less chance of it appearing in the paper. And of course, if your press release is poorly written, there is little to no chance that it will make it into print.

But if your press release is well written, in well before deadline, and contains information of interest to the readers of that publication, the chance that you'll see your story in print are far greater than you might imagine.