Do you need attention? If you're a small business, non-profit organization or new entrepreneur with a hot idea, chances are you do. All businesses need publicity, but how do those with a modest marketing budget get public exposure — a vital element in success of any business? Contrary to popular belief, you don't need a sky-high marketing budget for an effective publicity campaign. You can be your own publicist. All it takes is some dedication, persistence and a solid plan based on concrete knowledge of your audience. To be successful, your publicity efforts should be on-going, according to Rick Frishman, publicist and co-author with Jill Lublin, of the book, Guerilla Publicity. Thus, you should always look for new opportunities to generate exposure. "To stay ahead of the competition — or just keep up — means that you have to be out there promoting on a regular basis," Frishman said. What should you do to launch a successful publicity campaign on your own? Tips from Guerilla Publicity include:

• Be your own best sales tool. Learn to spot publicity opportunities — even outside the office. Carry your products, brochures or business cards with you. When you meet people take the opportunity to sell yourself.
  
  
• Build relationships. Everyone you meet is a potential ally and a possible source of business and referrals. Ask yourself, "Who do I know who can help me?"
  
  
• Become an authority. Establish yourself as an expert in your filed. You can increase your visibility by participating in seminars or workshops, teaching a class, or publishing materials in y our area of expertise.
  
  
• Show how you are different. Determine what is unique about your business or what distinguishes your product or service from others. Then come up with a clever way to tell the world about it.
  
  
• Be credible. Never claim to be what you're not or promote what you can't deliver. Once lost, credibility is difficult to regain. Also, be enthusiastic. Believe in your product and others will too.
  
  
• Follow up on your outreach efforts. Set aside a time each day to follow up with your contacts. Be persistent, but not rude.
  
  
• Make the Internet your friend. Explore its research and marketing capabilities. Develop an attractive, informative Web Site that's easy to navigate. Use email for correspondence.