A few pointers to keep in mind when sending in a letter to the editor: First, the best way to get published is to comment on, or explain -- but not express a personal or political opinion on –- something in the news. It could be a new tax bill, or a local plan to raise property taxes. Your job is not to take a stand, but to explain something of note about the matter that has not yet been explained fully in the papers, or that the paper has reported incorrectly.

Second, keep things brief, and that means really just two or three sentences if you can manage it. Get right to the point -- make clear who you are, which recent news topic you are reacting to, and the information you are sharing. Even though we do see some fairly lengthy letters, the editors will appreciate your pithiness and find it that much easier to fit you in. Likewise, readers will find your letter easier to digest quickly.

Rather than taking sides or pontificating, your role is to explain and analyze. Let's say you are a financial advisor writing in response to a news item about rising interest rates. You could point out the different attractive opportunities still open to people seeking loans, clearly implying the success you've had in helping people in such situations. Resist any temptation to make a derogatory comment about Federal Reserve policy: you turn off at least one-third of the audience the minute you take a stand on any political matter.

Don't blatantly promote your services. The last thing an editor wants to print is a letter telling readers "call me." You're not selling, you are putting yourself out there in the public eye. Of course the purpose here is to subtly insinuate that you have a service to offer, but that's not a message you can boldly advertise in this forum. Such a letter has barely any chance of being printed.

It's also important to focus on one single issue, and comment solely on that. There is no reason to offer scattershot opinions touching on a range of issues. Pick one news topic that is current, and use that as your opportunity to put yourself out there.

Finally, think of letters to the editor as a stepping stone to even greater opportunities. Once you have a track record of being published, you can plausibly offer yourself as a a guest columnist on your area of expertise. So once you do get your letter printed, don't be intimidated about following up with the editors about offering a complete column sometime in the future. If you're lucky, you may even be approached by the editors themselves.

So stay alert for news topics touching on your area of professional expertise. While the 'Letters to the Editor' section may attract a variety of different opinions and commentaries, it's also a place to earn some free publicity -- just what you're looking for.

NED STEELE, former newspaperman, PR executive, and PR agency owner, speaks to audiences of busy people in professional services who want a fresh way to look at business development and marketing. He is the author of 102 Publicity Tips To Grow a Business or Practice. For more useful tips, go to http://mediaimpact.biz/tips.asp and to book his presentation "Awaken The Marketer In You…. even if it's the last thing you want to do!" for your next event email to: info@mediaimpact.biz