How do you reach a world wide audience with a minimal, traditional marketing budget? It is by giving the media something interesting to talk about.

If you give the media an interesting story to tell, they will reward you with free publicity. This is also know as the Free Media Promotion Equation. That is;

Being interesting = Free publicity

Elon Musk's media team provides us with examples of this equation and action.

After hurricane Maria knocked out the power for 3.5million Purtorican residents, which left them without basic resources like running water, Tesla were one of the first companies to step up and attempt to address the disaster, pledging to help install Battery packs and repair Solar panels on the Island.

Musk tweeted that Tesla had about 11,000 projects underway in Purto Rico with employees working working hard to install them in hundreds of civic and residential buildings.

The then governor of Purto Rico tweeted back asking to talk further with Musk which resulted in it being retweeted thousands of times and the stories being picked up on international news around the world. This approach to marketing is the reason why we continuously see Elon Musk's face, the Tesla logo and Spacex lunch plastered accros our screens.

Therefore, in order to build free publicity around your business, you will have to provide the media with something interesting to talk about and it will reward your business with the much needed publicity.