what they are looking for. Generally speaking, each of the different media is looking for specific types of news events.   Newspapers want information that is interesting and informative. Newspapers like to educate their readers with timely news and articles that people will find interesting and educational.   Radio is a bit more loose and has an "anything goes" type of style. Radio stations like information that is controversial, funny, or weird. One of the most popular five minutes of a local radio station here in Houston is the "Birthday Scam," in which the DJs call up an unsuspecting person (on their birthday) and proceed to create a combative and hostile conversation full of accusations and lies. The sparks start to fly and so do the ratings.   Television gets excited about anything that can provide great visuals. Sponsoring a local high school reading contest in which the principal gets dunked in a tub of Kool-aid will get the T.V. stations attention.   All media love human interest stories. They know that people like to know about other people. In fact, the number one topic of talk radio is relationships. If you have a good human interest story that others would find interesting, youre on your way to getting lots of free publicity.   Lastly, the biggest mistake that most PR novices make is to pitch an advertisement for their business. The media publishes news...they are not your personal marketing department! You must be newsworthy! How Muhammad Ali Landed In Life (I love this story!)   Getting free publicity is more about making yourself newsworthy than about being newsworthy. As George MacKenzie, a publicity expert, once told me, "There is no boring stories, just boring approaches to interesting stories." With creativity and a little effort you can make almost any situation newsworthy. The following story is a perfect example of what I mean. Its a story about how Muhammad Ali received massive amounts of free press in Life magazine, the biggest magazine in the country in those days.   After Muhammad Ali turned pro, Sports Illustrated did an editorial piece on him. During the photo shoot with the Sports Illustrated photographer, Ali asked who else the photographer did work for. He replied, Life magazine, but quickly told Muhammad that he didnt have a chance of being covered in the popular magazine.   Muhammad knew that if he made himself stand out somehow, that the magazine might write him up. After a few minutes of consideration Ali asked the photographer what other kinds of photos he took. The photographer responded, "All kinds, but my specialty is underwater photography."   So the quick-thinking Muhammad said, "Did you know that Im the only fighter in the