In fact, your business is probably doing things now that are newsworthy and can bring some free and positive publicity. Then pick up the phone and call reporters or send out a press release.
Every business has an unusual aspect.
For example, the owner of a downtown hardware store made it a habit to feed the parking meters in front of his store so that shoppers wouldn't get tickets and avoid downtown shopping. When a customer called the city desk at the local newspaper, a reporter and photographer showed up immediately. It focused on the owner's concern for the community. Yudkin also recommends that companies get into the habit of communicating with the press whenever there is something new about the business, such as new hours, new personnel, or new services. You are doing them a favor because they need to fill their papers and air time with interesting stories.