Just ask Harry Winston the value of free publicity. The upper-crusty jeweler bedecks the world's biggest movie stars with exorbitant jewels every year for the Academy Awards. Here's a less extravagant example. A woman who worked as a cake decorator for a Boynton Beach, FL supermarket was named the grand champion of a nationwide cake decorating contest. The store celebrated with a huge congratulatory banner, customers started ordering cakes, and the local press covered the story.
Publicity can be more effective than ordinary advertising.
Put yourself in the role of consumer for a moment. When you see an ad, you're immediately skeptical. Sure, you may ultimately buy the advertised product or service, but you know somebody's trying to sell you something. The best way to get free publicity is to use the media, and the best way to get media attention for your business and story is to do something newsworthy. Anything about your business that is interesting, entertaining, informative, enlightening, unique, or unusual can be news.