High profile - low price; keep advertising costs from busting your budget.

You have to spend money to make money, so the saying goes. While every company needs exposure, advertising costs are constantly rising. Your budget may not allow you to pay $3,000 a month to retain the services of a public relations firm. But this shouldn't stop you from drumming up publicity. The key is to avoid wasting money reaching the wrong parties.

Don't be pretentious; be prudent. Forget about funneling cash into national newspapers for overpriced ads. At about $5,000 a pop you'll be lucky to run one ad quarterly. Instead, go back to your marketing plan and clarify your key target market. Then look to place a series of cheap spot ads in local papers, industry newsletters and area radio and cable stations.

Small firms can have an advantage over the big guys by using targeted publications. You'll save a lot of money if you advertise in publications that are sure to reach those people who will be interested in and ready to buy your product, says Jeff Saperstein, owner of Saperstein and Associates, a consulting firm in Mill Valley, Calif.

Needless to say, do-it-yourself advertising doesn't mean you can be haphazard. Fred Hahn lays it out in Do-It-Yourself Advertising (John Wiley & Sons, $14.95). Make sure your copy has a focused message, he suggests. Don't try to say everything at once. The ad has to be fast, informative and reader-friendly.

If possible, invite prospective clients to come in for a free trial or consultation. And always spotlight any perks your firm offers, like long hours, overnight service or door-to-door delivery, says Valerie Graves, an advertising executive at UniWorld Group in New York.

It may sound like a cheap trick, but one of the best ways to promote your company's product or service is to send out props. These promotional items don't have to cost a bundle. A sleek set of pens and pencils can do the trick, and monogrammed Post-Its will always be kept handy. Also, you can't go wrong when putting together a press release announcing new products or services, promotions or special awards, says Karen Taylor, an account executive with the New York-based PR firm Harvey Gallagher Communications. Press releases should read like news stories. "Just remember the basics: who, what, where, when, why and how. Always try to be creative in how you present the information."

Are you connected to any of the popular online computer services? If so, use it to get your name out and announce any special offers to prospective clients.

Another sure bet: Contact various trade organizations and social groups about becoming a speaker. The best way to win at the promotions game is to get as many people to know your name and what you have to offer.

For more tips, check out The Publicity Kit: A Complete Guide for Entrepreneurs, Small Businesses and Nonprofit Organizations by Jeanette Smith, (John Wiley & Sons, $16.95).