It's not all about you!

One of the biggest problems business owners make when it comes to seeking publicity is making themselves the subject of the story.  In an effort to drum up some interest around their product, service or idea, a lot of business owners take the focus off the business and put it on themselves.  BIG MISTAKE!  Unless you are an expert on something useful, offering a solution to a common problem, or you are about to make a trip to the moon (or some other major accomplishment) you as a business owner should remove yourself from the story. It's not all about you!  A good storyteller knows when to step out of the way and let the story speak for itself.  In your case as a business owner, your product, service or idea should be so fantastic, that it should stand on its own.  Otherwise, why would I as a consumer give you my business?  

Publicity should be earned and not given to any and everyone with a business.  Consumers are smart and they can smell a rat and meaningless publicity a mile away.  Be creative, unique and most of all, newsworthy and your business will stand out from all the rest.