Michael Kanellos of CNET has tips for anyone trying to get their company's name mentioned in the local newspaper. It's all a question of getting the media to work for you. A couple of ideas stand out -- like trying to pitch a news story or product before 9 am. It's true -- if it's waiting on my desk in the morning, I'm much more likely to consider it within that 24-hour news cycle. If it limps in after lunch, well, it better be a headline that basically writes itself. Two other tips - "leak like crazy" and "don't make up words."