Step 1: First, identify your shop's news. Are you opening a new location? Are you celebrating an anniversary? Have you just joined ASA? Those are all reasons for sending a press release and gaining recognition for your shop.

Step 2: Download the appropriate press release file of your news from the Members Only section of the ASA Web site and go through the release to insert your own information. Once you're finished, don't forget to proofread it carefully. You may want to have someone else in your shop proofread it, too.

Step 3: Now you're ready to tell the world the exciting news about your shop! Be sure to get the right contact information for your local media outlets and send your release (by e-mail or fax). If you don't already have that information, you can go to the bottom of the ASA home page (www.ASAshop.org) and click on the media link contained in the Taking The Hill/ASA Legislative Alerts section (yellow boxed area in the left column). The link is near a small picture of a video camera and newspaper. You can enter your ZIP code(s) to find a listing a several media sources. (The Capwiz service we use asks that you only use this function to distribute up to five messages at a time ... OR, you can click on the media outlets you have an interest in and simply gather the e-mail addresses, then send them as you see fit using your own e-mail system.) Then follow up with those outlets to make sure they got it and whether they will be able to use it. With minimal effort and follow-up, you can gain great recognition for your shop!