Out-of-the-Box Publicity Strategies That Generate Buzzworthy News

These unique and creative ways get the right kind of media exposure

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By Christina-Lauren Pollack

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