There are some clever ways to get free publicity for your company, if you know how to do it.
For example you can use polls and surveys: Are you taking a poll or survey, either among your customers or among the public? Homewood Suites, a Texas hotel chain, got great publicity from results of a survey that asked guests what they do in hotel rooms. Almost one in five respondents said they jump on the bed.
Have you thought about sponsoring a clever contest? To celebrate its 100th anniversary, OshKosh B'Gosh launched a six-month nationwide search for the oldest pair of bib overalls. Thrifty Rent-a-Car sponsors an annual Honeymoon Disasters Contest. Entries result in amusing feature stories printed in major newspapers and magazines throughout the country. For additional publicity mileage, the company announces results near Valentine's Day, giving the media a perfect story that piggybacks on a holiday.
For more ideas on how to creatively and effectively find stories for the media within your company or organization see Special Report 5 "How to Identify Story Ideas Within Your Company or Organization"