While emerging technologies have made it possible for small businesses to earn exposure without the “approval” of big media companies, mainstream online publications still offer some of the most powerful audiences available. Of course, it’s not typically possible to earn coverage in these kinds of publications just by writing up a guest article or using run-of-the-mill outreach.
Instead, coverage on these kinds of publications requires something a bit more dramatic: something newsworthy. Being newsworthy takes us outside of the realm of content marketing and into the realm of public relations.
Public relations is less about what you say, and more about what you do. It’s about devising clever stunts, guerrilla marketing campaigns, contests, donations, awareness campaigns, and initiatives, and then taking action in order to ensure that those actions get noticed.