⚡ Get All Content for 20% Off ⚡

Out-of-the-Box Publicity Strategies That Generate Buzzworthy News These unique and creative ways get the right kind of media exposure.

By Christina-Lauren Pollack

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Are you starting a new business or looking to grow an existing company? If so, then it's helpful to learn how to work with traditional media and online press outlets in order to maximize the power of coverage. And while there are standard PR strategy basics that are handy to know, one of the best ways to create buzz around a brand is to think outside standard-issue confines.

Why is publicity helpful for small businesses?

PR strategies can help generate exposure, of course. In addition to increased name recognition and being able to reach a targeted audience, it can help increase revenue and boost your website's search engine optimization (SEO) performance. The best part is that publicity is usually free — part of what makes it so incredibly helpful, especially for those wielding limited marketing budgets.

What types of publicity opportunities should businesses look for?

One-on-one PR is a great way to build trust and credibility with the media. If you can get featured in a magazine, newspaper, or on a media website, those are key pathways for sharing a brand story and its unique messaging. It also helps to differentiate you from competitors. The next best option is to get quoted in an article or story. While not as prominent as a feature profile, it's still a valuable way of getting exposure, and can lead to more and larger opportunities with a publication, especially if you've been able to provide a helpful contribution.

Related: Pitching 101: Reaching Out to the Media and Getting Them to Bite

The process begins with contacting editors and other journalists. Use tools like Google Alerts to track down those who might be interested in your story, but make certain that those you select cover the area of your company's expertise/niche. In addition to this, pitch reporters who work for publications serving your ideal customer base. For example, if you own a beauty brand, magazines like Allure and NewBeauty are great avenues to pursue. This helps you reach beauty-loving audiences that would more likely be interested in buying your products.

Out-of-the-box PR strategies

Basically, anything you can do to stand out helps get media attention. Here's a real-life example of a novel strategy my parents used. Since they own a company (Dandy Productions) that revolves around a cast of patriotic children's characters (including their registered trademarked character, Yankee Doodle Dandy), when I was born on July 4th (coincidentally), they gifted US Savings Bonds to all newborn babies born in the same local hospital on that day. This resulted in a timely Independence Day-themed story on the front page of the local newspaper, which gave them positive exposure and recognition.

Related: 3 Ways to Use Authenticity to Build Customer Loyalty

Another creative tip might be to host a company-sponsored event or contest that's fun and different. For example, if you own a food brand, consider holding a publicity photo shoot in which models are dressed as master chefs and photographed with your food products, or host a publicity product sampling event where people can taste the food in exchange for answering publicity questions about your company.

The point of doing all this is not just to earn publicity, but to generate the kind that's beneficial for your particular type of business — that will be an engine for sales and attracting new customers.

Christina-Lauren Pollack

Entrepreneur Leadership Network® Contributor

Entrepreneur, Executive, Influencer & Business Branding Coach

Christina-Lauren Pollack is an entrepreneur, manufacturing executive, pro lifestyle blogger and influencer, e-commerce expert and branding course creator. She loves educating entrepreneurs about digital branding and marketing ideas and empowering them with inspiring advice about entrepreneurship.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

The Remote Side Hustle a 43-Year-Old Musician Works on for 1 Hour a Day Earns Nearly $3,000 a Month: 'All From the Comfort of Home'

Sam Ziegler wanted to supplement his income as a professional drummer — then his tech skills and desire to help people came together.

Business News

Costco CFO Reveals Uncertain Fate of $1.50 Hot Dog and Soda Combo

CFO Richard Galanti reveals that the price will stay the same — but only "for a while."

Business News

The Most Unexpectedly Popular Side Hustle of the Decade Has Low Startup Costs and High Markups

A new report shows that vending machines are a popular investment — and the industry is set to grow up to $3 billion by 2031.

Marketing

Ever Wonder Why Certain Websites Rank Higher Than Yours? This SEO Expert Reveals The Secret to Dominating Search Results

It's often the smart use of SEO, now supercharged with AI, particularly in keyword optimization.

Business News

AI Is Impacting Jobs. Here Are the Gigs Affected the Most, According to an Analysis of 5 Million Upwork Postings

The researcher said in the report that freelance jobs were analyzed first because that market will likely see AI's immediate impact.

Leadership

Former Interrogator Shares 5 Behaviors Liars Exhibit and How to Handle Them

Five deceptive behaviors to look for and how to respond to those behaviors when you encounter them.