do a story about him.   Before you knew it, Ali was in a pool up to his neck in water dancing and throwing punches with the photographer reeling off pictures. It wasnt long after that Life did a huge spread on Muhammad Ali. He gave the photographer and Life magazine what they wanted, and in turn, received massive free publicity.   20 Ways to Make Your Small Business Newsworthy   As I previously mentioned, the key to getting publicity for your business is to make yourself newsworthy. The Muhammad Ali story is a good example of how one man made his own publicity opportunity by being creative and interesting.   To get your creative juices flowing let me suggest 20 ways you can make your business newsworthy.   1. Do a customer survey and include controversial questions. Write articles about the results of the survey. The media loves survey results.   2. Create a top ten list about something in your business. If youre a beautician, write an article titled, "Top Ten Most Popular Hairstyles for Women." Top ten lists are very popular: just ask David Letterman.   3. Develop an annual award that you give out to someone in the community or a business in your industry. For instance, give an award to a local outstanding teacher that has gone above and beyond the call of duty. Or if youre a supplier you can give an award to the "Best" business (customer) in the industry you service.   4. Offer surprising facts about your industry or business. For instance, if youre a recruitment firm, write an article titled, "The Average Starting Salary of An MBA Graduate is 40% Higher Than Their Pre-MBA Earnings."   5. Piggyback off a national story. For example, when the rumors of a recession hit, one business wrote a story about how their business actually improved as a result of the recession. (It was a utility expense auditing firm.)   6. Tie your business in with holidays or special days. For example, tell the media how your massage therapy business helps to reduce stress during the Christmas season and provides gift certificates for welcome relief.   7. Give a rags-to-riches story about yourself as a high school nobody that started her own business and became successful. Remember, the media loves human interest stories.   8. Tie your business into something that took place in the past. Go to your local library and find articles from 50 years ago that may somehow tie into the product or services you provide.   9. Be first. Be the first to offer a 200% double your money back guarantee. Be the first to offer an on-site car wash with every sale. Be the first to give your employees ownership in your business. Think of something at which you can claim to be the first.