Public relations does not need to cost an arm and a leg. It doesn't have to cost much more than the cost of postage or a phone call. Your great idea is free, but how do you start promoting it?

Whether you're a large established company or a one-man shop, it all starts with a well-targeted and detailed media contact list. This can be as extensive as a high-powered database program or as simple as a Rolodex. Here's how to build a contact list for your company's PR efforts:

Don't blanket all the media. Be selective. Figure out who your target market is, and then figure out what they're reading. This is who you want to focus your attention on.

If your company sells gourmet dog food online, why waste your time and money sending an announcement of your new recipe to "Time" magazine? Instead, decide who will want to know about your product. In this case, it's obvious; dog owners. You could narrow it down even more: affluent dog owners. Then do some research and find out what affluent dog owners read.

The more focused you become and the more refined your target market, the more likely you'll get their attention. When starting out, keep the list small to avoid becoming overwhelmed.

You should find out as much information as possible about your media contacts before getting in touch with them. Most of this can be done through their Web sites.

Besides obtaining basic contact information, ask the publication to send you its editorial calendar, so you can find out what it will be publishing and when. Read some of the articles written by the media contacts. Get to know them through their writing. Media people love it when you are familiar with their work.

This is an information-gathering process, not a sales pitch. Briefly introduce yourself and your company and explain that you are developing your media contact list and have a few brief questions.

First of all, ask your contacts if it's a good time to talk. If they're at deadline, find out when you can call them back. Ask how they prefer to be contacted; by phone, e-mail, fax, or snail mail. Find out when their deadlines are and what the lead time is.

Find out what type of information they are looking for and how best you can give it to them. If you respect their time, their deadlines, and their stories, they will be more likely to respect you, remember you, and write about you.