Discover unconventional PR strategies that have significantly improved brand reputations. This article presents valuable insights from industry experts, showcasing innovative approaches to public relations. Learn from real-world examples how unexpected tactics can transform brand perception and drive success.

 

 

• Embed in Conversations to Build Trust
• Radical Transparency Transforms Brand Perception
• Podcasts Establish Thought Leadership
• Handwritten Letters Create Personal Connections
• Free Grooming Events Foster Community
• Customer Stories Showcase Sun Safety
• Public Response Turns Criticism into Dialogue
• Strategic Partnerships Boost Referral Rates
• Embracing Humor Transforms Product Perception
• Data Journalism Positions Brand as Authority
• Customer-Written Captions Authentically Showcase Projects
• Provide Valuable Insights to Journalists
• Humanize Brand Through Employee Stories
• Community Cleanup Event Builds Genuine Connections
• Local Influencers Authentically Showcase Products
• Case Studies Demonstrate Problem-Solving Skills
• Address Uncomfortable Questions to Build Credibility
• Sponsor Education to Connect with Talent
• Manufactured Outrage Sparks Viral Attention
• Public Collaboration Boosts Brand Transparency
• Industry Partnerships Amplify Brand Credibility
• Testimonial Video Becomes Powerful PR Tool

 

Embed in Conversations to Build Trust

 

One of the most unexpectedly successful PR moves we made at LunarLinks was embedding ourselves into conversations we weren’t invited to—but actually belonged in.

 

We noticed that many startup founders were venting in niche Slack groups and subreddits about the cost and fluff of traditional PR. Instead of dropping a link or cold-pitching them (because nothing says “trust me” like a random stranger promoting their agency mid-thread), we started offering real, unbranded advice. We helped fix their press angles and rework their pitch subject lines, with no strings attached.

 

Then something remarkable happened—they started tagging us, talking about us, and referring us without us ever sending a press release. It was PR via usefulness, not spin.

 

The key takeaway? Sometimes your best PR strategy is acting like a helpful human in places where your brand doesn’t normally show up. Less hype, more help. People remember that, especially those who write checks.

 

Kris Flank, CEO, LunarLinks

Radical Transparency Transforms Brand Perception

 

“Mistake Transparency Protocols” completely transformed our memorial jewelry brand’s reputation by defying conventional wisdom about error management. When a production issue affected 17 memorial pieces containing irreplaceable remains, we took the counterintuitive approach of publishing the entire incident, including my personal apology video showing exactly how the mistake occurred, our corrective actions, and the emotional impact on affected families.

 

Rather than minimizing exposure through standard PR damage control, we documented the entire remediation process—filming our team rebuilding each affected piece and implementing new safeguards. This radical transparency generated our most significant reputation boost ever measured, with brand trust scores increasing by 126% and customer referrals rising 83% in the quarter following the incident. The approach was particularly powerful because it acknowledged the emotional significance of our errors rather than just their technical aspects.

 

The transformative insight? In emotionally significant industries like memorial jewelry, hiding mistakes deteriorates trust exponentially compared to conventional products, but addressing them with complete transparency builds deeper connections than existed before the error. When your business handles irreplaceable emotional materials, openness about imperfection creates more reputation value than projecting flawless execution. 

 

This counterintuitive approach has now become our standard protocol for any production issues, consistently generating deeper customer loyalty than our previously “perfect” brand projection ever achieved.

 

Aleksa Marjanovic, Founder and Marketing Director, Eternal Jewellery

Podcasts Establish Thought Leadership

 

One PR strategy that unexpectedly boosted our brand’s reputation was our aggressive push into industry podcasts. When we launched Fulfill.com, we knew the 3PL matching space needed education – too many eCommerce founders were struggling with fulfillment decisions without proper guidance.

 

Rather than traditional PR, I made it my mission to appear on every relevant logistics and eCommerce podcast possible. What started as simple guest appearances evolved into a comprehensive thought leadership strategy. I wasn’t just promoting our platform; I was openly discussing industry challenges, sharing warehousing horror stories, and providing actionable advice whether businesses used our service or not.

 

The unexpected twist came when podcast hosts began referencing our previous episodes in their content. We became the go-to source for 3PL selection wisdom, creating a network effect I hadn’t anticipated. Shopify even named me an “eCommerce Logistics Pro” in their top influencers list – something that dramatically elevated our credibility.

 

The key takeaway? Authentic education trumps promotion every time. By focusing on genuinely solving problems rather than selling our service, we positioned Fulfill.com as a trusted advisor. This approach required significant time investment and patience – I recorded over 50 podcast episodes before seeing meaningful traction.

 

What worked was consistency in messaging around the complexities of the 3PL selection process. When brands repeatedly heard us discussing pick-and-pack operations, integration challenges, and inventory reconciliation across different shows, it reinforced our expertise. The strategy cost us virtually nothing beyond time, yet delivered more qualified leads than our paid acquisition channels.

 

For any founder considering this approach, remember that true thought leadership isn’t claiming expertise – it’s demonstrating it repeatedly by helping others navigate complex decisions with genuine insights from the trenches.

 

Joe Spisak, CEO, Fulfill.com

Handwritten Letters Create Personal Connections

 

A surprising PR move that worked for us wasn’t a press release or a paid feature—it was a handwritten letter. We sent one to every homeowner we helped, sharing the story of their property and the impact it made on our team. One family posted it online, and it caught fire locally. Suddenly, we weren’t just house flippers—we were a company that cared. That single gesture landed us on a local news segment and brought in eight new leads in two weeks. People want to work with businesses that feel human. That moment reminded me it’s not always scale that wins; it’s sincerity.

 

Carter Crowley, Founder, CB Home Solutions

Free Grooming Events Foster Community

 

We invited local business owners and veterans to free grooming events during slow weekdays. There was no media push or agenda. We engaged in real conversations and provided service. We offered our full experience to men who are often overlooked. Guests shared their experiences online without our prompting. Local press caught wind of this and ran stories. It wasn’t just marketing; it was community-building.

 

Our team didn’t wear “event” hats. They treated each guest like a long-term member. That mattered. These men told their networks, which built trust we couldn’t buy. We learned that reputation grows when your values show up in action, not slogans. Giving without asking pays off when your business model depends on relationships. This approach brought in new members and strengthened our internal culture.

 

We didn’t pivot our brand for attention. We doubled down on who we were. One club’s gesture turned into a story shared across states. It didn’t come from PR consultants. It came from listening to the right people in our chairs—the ones who’d never been treated like this before.

 

Ben Davis, CEO, The Gents Place

Customer Stories Showcase Sun Safety

 

The PR strategy that truly boosted Tied Sunwear’s reputation came from embracing genuine storytelling through our customers’ voices rather than traditional marketing. Early on, we invited women who wore our beachwear to share their personal sun safety journeys on social media, focusing on moments where they balanced style and skin health during outdoor activities. This approach created a heartfelt connection with our audience, as real stories about protecting sensitive skin while feeling confident resonated more deeply than just product features.

 

We approached this by encouraging our community to post photos and testimonials that highlighted how our lightweight, UPF 50+ fabric helped them stay comfortable under the sun without sacrificing style. One customer shared how she wore Tied Sunwear during a family beach trip where she was previously prone to painful sunburns, and how the cooling fabric allowed her to fully enjoy the day without worry. These authentic endorsements sparked trust and built a stronger emotional bond, making sun protection feel accessible and fashionable.

 

The key takeaway was that people respond to honesty and relatability. When you want sun protection that fits into your lifestyle, you find that hearing from everyday users can be more persuasive than any advertising slogan. This strategy shifted the conversation around sunwear from a clinical necessity to a joyful part of summer experiences. It also reinforced our mission to empower women to feel beautiful and safe outdoors.

 

By weaving customer stories with our fabric’s proven benefits – softness, breathability, and lasting UPF protection – we showed how sun safety can enhance rather than limit enjoyment. This balance of emotional connection and practical value elevated our brand beyond just another sunwear label, positioning Tied Sunwear as a trusted companion for women who refuse to compromise on either fashion or skin health.

 

Laura Kosmorsky, Co-Founder, Tied Sunwear

Public Response Turns Criticism into Dialogue

 

A strategy that caught me off guard with its impact was responding publicly to a negative review with a detailed, thoughtful explanation rather than a generic apology.

 

I remember the review was particularly harsh, and my initial instinct was to handle it privately or just issue a bland response. Instead, I took the time to explain what had gone wrong, what we were doing to fix it, and even invited the reviewer to check out the changes themselves.

 

What surprised me was how much attention that exchange received. Not only did the original reviewer update their feedback, but others also chimed in to say they appreciated the transparency.

 

It shifted the conversation from criticism to constructive dialogue, and we noticed more customers reaching out with suggestions rather than complaints.

 

Addressing criticism head-on, rather than hiding from it, can actually build trust and turn a tricky situation into a reputation boost.

 

Volen Vulkov, Co-founder, Enhancv

Strategic Partnerships Boost Referral Rates

 

Rather than relying on advertising, we worked to bring purposeful proximity to life by partnering with organizations that our audience already trusts. Working with trusted partners already established within our industry absolutely boosted our brand’s reputation in an unexpected way. As a memorial company, our visibility is hard-won and most people don’t think about us until they need us.

 

For example, with our partners, we co-hosted small community events, provided content for their newsletters, and gave them a peek behind the curtain on our shared values. These partners were natural introductions to audiences who would not have found us on their own.

 

In our first six months, we grew our referral rates by 37% and we noticed a change in how people talked about our brand — more familiarity, more trust. The key takeaway here is not about being everywhere; it’s about being where it matters, standing next to names that your audience already respects. I’d say that a little strategic closeness creates credibility quicker than any ad spend ever could.

 

Aleksa Marjanovic, Founder & Marketing Director, Eternal Urns

Embracing Humor Transforms Product Perception

 

We accidentally boosted our brand’s reputation by sending a pair of our loudest, most ridiculous socks to a fitness influencer who happened to also be a part-time stand-up comedian. He wore them in a video bit called “Things I Regret Wearing,” right between neon spandex and a pineapple-patterned tank top. The clip went viral. Our socks became the punchline—and weirdly, a cult favorite.

 

Instead of panicking, we leaned into it. We reposted the video, renamed the socks “The Showstoppers,” and added a badge on the product page that read “Officially Roasted on the Internet.” Sales spiked. People loved that we didn’t take ourselves too seriously.

 

The lesson? Sometimes the best PR move is letting your brand take a joke. Humor is disarming. It makes your product memorable. And if you’re going to stand out, you might as well stand out in fluorescent stripes.

 

Nate Banks, CEO, Crazy Compression

Data Journalism Positions Brand as Authority

 

Positioning ourselves as data journalists rather than industry promoters completely transformed our media relationships and brand reputation. As CEO of a national moving services platform, we pivoted from standard press releases about our services to publishing quarterly data reports analyzing nationwide relocation patterns derived from our platform’s unique visibility into moving trends.

 

The implementation involved creating a dedicated ‘Moving Trends Lab’ that analyzed anonymized data from thousands of relocations to identify emerging patterns, like the 38% increase in moves to secondary tech hubs or the 26% growth in multi-generational household formations. By sharing these insights through detailed reports with compelling visualizations, we provided journalists with exclusive data they couldn’t access elsewhere, establishing ourselves as the authoritative source on American mobility trends.

 

The key takeaway was recognizing that media outlets value proprietary data far more than company announcements. This approach generated over 200 media placements in a single year without any traditional pitching, as journalists began proactively reaching out to us for insights and data for their stories. 

 

The strategy succeeded because we shifted from self-promotion to providing genuine value to reporters, positioning our brand as a thoughtful industry authority rather than just another service provider seeking coverage. For any business with unique market visibility, transforming that perspective into shareable insights represents an incredibly powerful reputation-building opportunity.

 

Vidyadhar Garapati, CEO, Movers.com

Customer-Written Captions Authentically Showcase Projects

 

An unconventional move that made waves here was allowing customers to write captions on finished project photos for our showroom board. No polish. No edits. Just handwritten phrases on index cards like “Finally, a place for the blender” or “This drawer changed my life.” It started as a lighthearted idea to fill a blank wall. But it turned into a magnet. People walk in and go straight to the wall. Some even request that their cabinet be added. No outside press involved. But it keeps our name in living rooms and conversations.

 

To get mileage from something like that, you just need to embrace the details that seem too insignificant to matter. Let customers leave their mark. Then leave it alone. When the message is authentic, you don’t need a headline. In essence, the quietest element on the wall can have the loudest impact.

 

John Washer, Owner, Cabinets Plus

 

 

 

Provide Valuable Insights to Journalists

 

We started answering journalist inquiries—not to plug the brand, but to say something. No fluff, no canned bios, just punchy, real-deal quotes with actual insight. It wasn’t about getting our name everywhere—it was about being useful, memorable, and quotable. And it worked. The backlinks rolled in, SEO got a boost, and suddenly we were showing up in places we hadn’t even pitched. The takeaway? Good PR isn’t about self-promotion—it’s about showing up with something worth saying, in a voice people want to hear.

 

Justin Belmont, Founder & CEO, Prose

Humanize Brand Through Employee Stories

 

One PR strategy that surprised me was not to share the story of product creation, but the story of the people behind the scenes.

 

We talked about products and strategies, but when we started to talk about the people who make all of it happen, the response was nothing short of overwhelming. We did an introduction series introducing our team members and asked them about their stories and what they loved about their jobs. We were all surprised to see how a simple step could create such a boost in visitors.

 

One post, in particular, went viral, which was about one of our eldest team members, who was also the longest-serving employee.

 

So, never underestimate people-to-people connections. They create a sense of relatability which drives business. When people see something different (like the behind-the-scenes of a working unit), especially the human side of a unit, it instills a sense of trust which is very important for a business to succeed.

 

Elyas Coutts, CEO, Connect Vending

 

 

 

 

Community Cleanup Event Builds Genuine Connections

 

One PR strategy that unexpectedly boosted our brand’s reputation was partnering with a local charity for a community cleanup event. Initially, it was just a small initiative to give back, but we made sure to authentically engage with the community and share genuine stories through social media and local press. Rather than pushing a hard sales message, we focused on the impact and the people involved. The key was transparency and storytelling—showing our values in action. The event attracted positive media coverage and organically built goodwill with both customers and employees. The biggest takeaway was that authentic, value-driven community involvement can resonate more deeply than traditional PR campaigns. It humanized our brand and created lasting connections, proving that sometimes, the best PR comes from sincere action rather than promotion.

 

Nikita Sherbina, Co-Founder & CEO, AIScreen

Local Influencers Authentically Showcase Products

 

One PR strategy that unexpectedly boosted our brand’s reputation was collaborating with local influencers aligned with our values. Instead of focusing on influencers with the largest followings, we chose those with a genuine connection to their audience and a passion for event aesthetics. We provided them with personalized floral decorations for their events, allowing them to showcase our work authentically. The key takeaway was that genuine relationships and authentically showcasing your product can build trust and create a ripple effect of organic promotion that no traditional campaign can match.

 

Ketie Zhang, Founder, Ketie Story

Case Studies Demonstrate Problem-Solving Skills

 

One PR move that boosted our brand was sharing a case study about how we helped clients recover their compromised cryptocurrency. Since transparency is so essential in cybersecurity, we obtained the client’s permission, anonymized their details, and explained the situation, the challenges, and how we solved the problem step by step.

 

This strategy worked because it showcased our skills and built trust by demonstrating our focus on ethics and client success. The biggest lesson for me? People connect with real stories—it gives them confidence when they see how we’ve solved real problems. This approach also led to media coverage and new partnerships with individuals and businesses needing help with their digital assets. Sharing your successes (while respecting confidentiality) can grow your reputation and visibility.

 

Robbert Bink, Founder, Crypto Recovery Services

Address Uncomfortable Questions to Build Credibility

 

One unexpectedly effective PR strategy was leaning into helpfulness — creating content that directly answered the uncomfortable questions leaders were afraid to ask publicly. Instead of pushing brand messaging, we offered raw, experience-led insight that tackled issues like burnout, isolation at the top, or decision paralysis. The key takeaway: Credibility builds fastest when you’re willing to say what others won’t!

 

Chris Percival, Founder & Managing Director, CJPI

Sponsor Education to Connect with Talent

 

We helped sponsor a technical school’s HVAC training center. We included job shadowing, tools, and mentorship. Initially, it wasn’t a big news headline. However, it organically built a groundswell in the local press. Unexpectedly, we ended up in a regional trade magazine. That moved our brand closer to skilled labor talent.

 

Being present in education circles built unexpected trust. It wasn’t about product; it was about purpose. That shifted how we approached B2B reputation building. We leaned into areas where our values already aligned. From there, the exposure found its momentum. Purpose drove the PR, not the reverse.

 

Ender Korkmaz, CEO, Heat&Cool

Manufactured Outrage Sparks Viral Attention

 

Manufactured outrage. That was the PR strategy that blew up our brand faster than any press release or influencer stunt ever could. It wasn’t elegant. It wasn’t ethical. But it worked.

 

We designed an advertisement we knew would anger people. It was something borderline offensive, barely legal, and totally in character for the brand. We ran it on a couple of niche blogs and waited.

 

Within 48 hours, feminist forums were posting screenshots. Twitter was lighting up with condemnation. Think pieces started rolling in from writers who had never touched our product before. And then came the real jackpot: mainstream media coverage, quoting the tweets, sharing the advertisement, outraged on our behalf.

 

Sales tripled in a week.

 

How did we approach it? We didn’t ask for permission. We didn’t apologize. We issued a fake “official statement” that fanned the flames just enough to keep the outrage cycle going. Every mention boosted SEO. Every article linked to our site. We turned hate-clicks into purchases.

 

Key takeaway: You don’t need people to love you. You need them to talk about you. Outrage travels faster than admiration. Control the narrative, weaponize the backlash, and never waste a scandal.

 

James Shaffer, Managing Director, Insurance Panda

Public Collaboration Boosts Brand Transparency

 

I used the comment history in Google Docs to engage in collaborations with my clients and keep some of that collaboration out in public while our work was being released. With a challenge we set up, one coaching client picked up 3,200 new email subscribers in just 9 days and many of the exchanges we had leading up to the challenge appear in her email communications so others can see how her offers improved with her audience’s advice. Because she was honest, people believed what she said and hundreds of DM messages from others asking for help started pouring in. Because I have interacted with more than 230 creators and coaches, I know most of them do not reveal their decision-making to others, but letting people observe their teamwork improved the way people viewed her brand. It wasn’t planned, yet it became extra publicity from people showing screenshots of our private talks. After that shift, we were making roughly $8k every month through service bookings.

 

Khris Steven, Content marketer, SEO and Automation expert / Founder, KhrisDigital Marketing

Industry Partnerships Amplify Brand Credibility

 

We partner with other leaders in the home improvement industry for collaborative projects. By joining forces with reputable brands, we have created joint marketing campaigns and co-hosted events that showcase our combined expertise. This has expanded our reach to new audiences and enhanced our credibility by association. Collaboration amplifies impact. When you align with established names, it reinforces trust and opens up new opportunities for engagement. This strategy has helped position us as a key player in the industry while fostering valuable relationships.

 

Josh Qian, COO and Co-Founder, Best Online Cabinets

Testimonial Video Becomes Powerful PR Tool

 

We don’t do press kits or media outreach. However, we have built hundreds of UGC campaigns that double as reputation signals, and one of the biggest wins we’ve seen is a testimonial ad that was not meant to boost PR, but became the top link brands started sending to investors and influencers.

 

We filmed a “reason why” video with a creator for a wellness brand, using a standard structure such as intro hook, product use case, and result. But instead of cutting it into 15-second performance clips, we let it run long and structured it like a first-person brand story. There was no promo code, no CTA button. It was just someone talking about how the product fit into their routine and why they trusted the brand.

 

The result was impressive. It became the most shared video in that brand’s customer base. People forwarded it via SMS, dropped it into Reddit threads, and even shared it with retail buyers. ROAS was not even the headline; we saw a full bump in direct traffic, branded search volume, and social mentions just from one piece of content that looked like reputation, not conversion.

 

If your best performance video sounds like a press release, you’ve already lost. But if your “press video” sounds like a customer whispering the truth? That’s when people start trusting you without being told to.

 

Spencer Romenco, Chief Growth Strategist, Growth Spurt