Hiring a PR agency is probably beyond the means of many consultants, but that doesn't mean you can't get yourself into the press. The key is to come up with a new and interesting angle and target specialist magazines or websites that cover your area of expertise.
Writing a press release is the easy part, the hard part is coming up with a story or article that will appeal to the editors of your chosen magazine or website. It can be really hard to come up with a new angle by yourself, so try getting together with other people in your local area or specialism and brainstorm ideas for all of you.
If your target is the local press then you'll almost certainly need a local connection of some kind - charity stories, new offices and so on - and you'll probably need at least an idea for a picture to go with it.
Specialist trade press are more likely to entertain a technical or 'thought-leaderhsip' articles, make sure you read through a few back-issues to see what's come up and whether you can find a new approach.
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