Large companies and non-profit groups hire publicity and marketing companies to help them sell their product or get donations, but what can the little guys do? Become their own marketing firm. Jill Lublin helped write the book on self-promotion. "Guerilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars" was created to help people solve the dilemma of getting information out to the public. The book was written by Lublin, Jay Conrad Levinson and Rick Frishman.

Lublin, a Novato resident, has worked in the public relations industry for 18 years. She believes that most people do not understand how the media works. "The media has deadlines and schedules," says Lublin. Learning those deadlines and when media outlets need information is the first step in working with them, she said. In addition, some people do not understand the difference between advertising and publicity.

Advertising vs. publicity "Advertising you pay for it and publicity you pray for it." Says Lublin. "You control advertising. You know what you are getting and you put exactly the message you want in it." "With publicity you pitch a message and you dont always know how it will be interpreted by reporter or producer." Lublin also said that with publicity there is no control over the space or airtime you might get. "However, publicity is highly effective," she said. "Because people believe what they read and if someone wrote about you, you must have credibility. Everybody needs to know how to get publicity with clear and simple ideas in order to enhance their visibility and credibility."

Lublin says to look at the situation from a media perspective. Tell the media what benefit and value you provide to the public, what the problem is and how you are the solution.