People love contests. We are competitive by nature and want to demonstrate our prowess. Look at the success of Britain’s Got Talent, American Idol and others of the same ilk.

We also like to share our opinions with others. When we believe we are right, we may have no fear shouting out in public what our opinions are. Just ask South Carolina’s Congressional Representative Joe Wilson. So, taking surveys that allow your company to announce the results and spotlight your company’s knowledge of what customers in your segment think or experience is a sound tactic. In the case of this news item, if you are a business coach, you could announce a survey related what people think about lying in business. You would make the news especially if your survey is timed to occur quickly and align with current news.

Contests are one of the oldest ways to bring attention to a company. They work well when piggybacked on current news or cultural trends making the news. In our town one business is having a “Cash for Clunker Chairs” event and receiving great press. The sponsoring company sells products that support and ease your back, and we all know that there is nothing more uncomfortable than a bad chair. This is an example of a way to make news with creative thinking and through piggybacking on a news item.

So, stay alert to the news of the day and how you can use it to keep your business in the spotlight.