No news is good news right? Actually that's not always the case. In fact, in the world of publicity sometimes you have to create your own news.

Often we have clients coming to us wanting publicity but they aren't launching a new business or new product or even a new version of an existing product (hello iPhone 4GS!). So we have to think of ways to get them exposure by creating news angles.

Here are a few ways it can be done:

1.TIPS - put together a list of hints or tips the media can run. If for example you have an online gift store you could put together some 'Tips for giving Christmas gifts that aren't going to end up on eBay in January'. Or if you run a health orientated business you could put together a list of 'Tips for surviving the silly season with your liver intact.' If you have a food or catering business you could put together a list of 'Tips to reduce Christmas day lunch stress'.

2.TRENDS - can you see any trends emerging in your industry? Perhaps you have a beauty business and you're finding clients are preferring short, square nails in nude tones, or a new eyebrow shape is being requested. Or maybe you run an accounting firm and you are finding that sole traders are waiting until the last possible time to lodge tax returns. If you have a fashion brand or store you might find that people are spending more per item, but buying less items. Whatever the 'trend' is that you can see can be turned into 'news' for the media.

3.PREDICTIONS - hot on the trails of 'trends' are 'predictions'. Do you have an opinion on where elements of your industry are heading? The media might quote your predictions if you do. For example in a story about preparing homes for sale they might quote a person with a window cleaning business. "…Joe Blow from Ultimate Window Cleaning agrees. "With people becoming more and more time poor, the job of cleaning windows is becoming increasingly outsourced," explains Joe, who has had a 60% increase in business this year alone."

4.TOPICAL - What's happening in the news that you can tap into? Do you have a jewellery line that is producing "wedding" rings popular with the gay community? With news of Gen Y unlikely to be able to afford their own homes, have you got a business offering money saving advice? With the Spring Racing Carnival just around the corner have you got some relevant tips/trends/predictions/advice to share that will generate good publicity for your business? Perhaps your range of fold-up-flat shoes are the perfect Spring Racing accessory?

As you can see, there are many ways to generate news for your business. So what are you waiting for? Get cracking now and we'll see you in the news soon.