Gaining positive editorial coverage is the holy grail of PR – it’s both free and sometimes unsolicited, an unbiased review which has a guaranteed readership you are unlikely to reach without plenty of effort and time. In two words, free advertising. Starting out and depending on your market, local media titles are your best chance at gaining this kind of coverage.
Social media is extremely accessible, free at entry level, and the main driver for why they are so universally popular. Simply by maintaining a minimal profile and engaging infrequently, it is possible to benefit from this kind of presence for little effort. This obviously begs the question: should you spend money advertising?