How do you create some serious buzz about your online or offline company on zero budget? That's what Celina wanted to know. She's the owner of a website that specializes in desktop publishing and site design. It's a small, fairly new company with no money to commission a professional media release. Still, Celina wanted to get the word out so she asked me for some tips on how to write her own release. MAKE BELIEVE YOU'RE A JOURNALIST First, put yourself in the reporter's shoes. Try to imagi.