14 Unconventional PR Strategies that Delivered Exceptional Results
In the ever-evolving world of public relations, unconventional strategies can lead to remarkable outcomes. This article explores X innovative PR approaches that have yielded exceptional results, backed by insights from industry experts. From community engagement to leveraging digital platforms, these strategies offer fresh perspectives on how businesses can effectively communicate their message and build brand reputation.
- Community Inspection Day Builds Trust
- Employees Share Personal Stories
- Turn Customer Success into PR Content
- Partner with Local Clean-Up Events
- Interactive Quiz Reveals PR Superpowers
- Solve Problems with Interactive Online Tools
- Engage Trolls to Boost Brand Visibility
- Hyper-Local Storytelling Humanizes Healthcare
- Pivot Strategy to Join Trending Conversations
- Live Behind-the-Scenes Product Launches
- Honest Transparency Yields Exceptional Results
- Annual Trends Report Showcases Industry Leadership
- Pause Distribution to Prioritize Patient Safety
- Secure Guest Spots on Niche Podcasts
Community Inspection Day Builds Trust
After a major hailstorm, instead of relying solely on traditional press releases, we organized a free community inspection day and invited local media to cover it. Crews were stationed across affected neighborhoods, offering same-day assessments without requiring appointments. The event not only provided immediate value to homeowners but also positioned us as a proactive partner rather than a company waiting for calls to come in. Coverage from local outlets highlighted the effort, which in turn generated strong word-of-mouth and long-term trust within the community. What made it effective was the blend of service and visibility—people remembered the company that showed up when uncertainty was highest, and that goodwill translated into lasting relationships beyond the initial storm response.
Employees Share Personal Stories
One of the most effective unconventional PR strategies I implemented was having our employees share personal stories and behind-the-scenes moments across our communication channels. Instead of relying solely on polished brand messaging, this approach allowed our audience to connect with the human side of our organization and better understand our mission. The authenticity resonated strongly with our target audience, resulting in significantly higher engagement rates and earned media coverage that traditional press releases simply weren't generating. This strategy worked because modern consumers increasingly value transparency and genuine human connection over corporate messaging.
Turn Customer Success into PR Content
For small businesses, PR used to be a guessing game. We'd send out a press release and hope for the best, but we had no idea if it was actually reaching our audience or having a real business impact. We were using a shotgun approach, and it was a waste of time and money.
My one unconventional PR strategy that yielded exceptional results was to turn our customers' success stories into our PR. The key is to see our customers as a source of not just revenue, but also of content.
From an operations standpoint, my team is on the front lines, and they are trained to identify and track customer success stories. We look for customers who are using our products in an interesting or challenging way. From a marketing standpoint, we create a short, authentic video or a case study about these customers. The story isn't about us; it's about them. It's a testament to their expertise.
The impact was a massive increase in our brand's credibility and our profitability. Our customers who were part of the program became our biggest advocates. The PR was no longer a separate, top-down activity. It was a part of our daily work. My advice is that the best PR isn't something you can buy. It's something you earn. The best way to get noticed is to make your customer the hero of the story. The best way to build a great brand is to be a company that is worthy of a great story.
Partner with Local Clean-Up Events
One of the most effective yet unconventional PR strategies I led was partnering with local community clean-up events. Instead of centering the story on our technology, we focused on neighborhoods taking action against clutter and waste. We showed up with collection kiosks, provided quick payouts for old devices on the spot, and let the event organizers and volunteers tell the story.
It worked because it connected our mission with something people were already passionate about. Local news crews covered the events, not as a corporate promotion, but as a community effort that happened to be powered by us. The credibility came from the people doing the work, and we were simply enabling it. This approach gave us both authentic coverage and lasting goodwill.
Interactive Quiz Reveals PR Superpowers
One unconventional PR strategy that delivered remarkable results was our interactive "What's Your PR Superpower?" quiz designed for entrepreneurs to identify their natural publicity strengths. The quiz provided personalized insights that participants eagerly shared across their networks, which organically expanded our reach without traditional promotional spending. The data showed not only significant website traffic increases but also a substantial growth in qualified subscriber acquisition, demonstrating how interactive self-assessment tools can create value while simultaneously building brand awareness.
Solve Problems with Interactive Online Tools
One unconventional PR strategy we implemented was creating an interactive online tool that solved a small but common problem for the client's target audience. Instead of sending a traditional press release, we launched the tool with a simple landing page and reached out to niche industry blogs and communities that would genuinely benefit from it.
This approach proved effective because it offered immediate value rather than just an announcement. Journalists and influencers were more inclined to share something their readers could use, which generated organic coverage and high-quality backlinks without a big ad spend.
The result was a surge in traffic, brand mentions, and credibility within the client's industry. By focusing on a helpful resource instead of standard publicity tactics, we sparked authentic engagement and long-lasting visibility that far outperformed a typical PR campaign.
Engage Trolls to Boost Brand Visibility
One unconventional PR strategy that delivered surprising results for our company was our decision to welcome and engage with online trolls rather than ignoring or blocking them. When our video content began attracting negative comments, we recognized this as a sign of increased visibility and engagement rather than something to fear. We responded professionally to criticism where warranted and used humor when appropriate, which demonstrated confidence to our audience and often transformed critics into supporters. This approach dramatically increased our overall engagement metrics as viewers became interested in both our content and our responses. The strategy proved particularly effective because it turned what most brands consider a PR problem into a valuable opportunity for authentic communication and community building.
Hyper-Local Storytelling Humanizes Healthcare
We implemented a strategy that combined hyper-local storytelling with interactive digital content, highlighting real patient experiences while anonymizing personal details. Instead of traditional press releases, we created short, visually engaging videos and social media posts that allowed community members to explore health journeys and preventive care tips in a narrative format.
This approach was particularly effective because it humanized the organization, making abstract health services relatable and approachable. Engagement rates soared as patients shared the stories and participated in follow-up discussions online, creating organic visibility that far exceeded the reach of conventional campaigns. The strategy demonstrated that connecting emotionally through authentic, localized storytelling can generate trust, increase awareness, and motivate meaningful action more effectively than standard announcements or advertisements.
Pivot Strategy to Join Trending Conversations
When an unexpected industry policy change began trending on LinkedIn, we took an unconventional approach by completely pausing our planned campaign to pivot toward the emerging conversation. Rather than pushing our original messaging, we quickly reframed our content to contribute valuable perspectives on the policy change, having our leadership team share data-backed insights that positioned us within the trending discussion. This rapid adaptation strategy tripled our engagement metrics and established our brand as both proactive and relevant in the industry landscape.
Live Behind-the-Scenes Product Launches
One unconventional PR strategy I implemented was creating a "behind-the-scenes" live content series for our product launches. Instead of polished press releases, we invited micro-influencers and local journalists to experience our workspace, see our team in action, and test features in real time. We paired this with a casual Q&A over coffee, which humanized the brand and let reporters capture authentic stories.
The results were immediate: media coverage increased by 45% that quarter, and engagement on our social channels doubled within two weeks. What made it effective was the combination of transparency and exclusivity—people felt like insiders rather than passive recipients of information. It also allowed us to build long-term relationships with journalists and influencers, turning one-off coverage into recurring stories.
For future campaigns, I've made this a core tactic whenever launching new initiatives, because it consistently drives attention and trust simultaneously.
Honest Transparency Yields Exceptional Results
I don't have an "unconventional PR strategy." My business is a trade, and the one thing that has ever yielded exceptional results is a simple, old-fashioned one: a commitment to honesty and transparency with my clients.
My process is straightforward. We go to a job site and take many photos and videos. We post them on our website and social media pages with simple, honest captions. We don't use any slick marketing or fancy language. We just show people what we do. The message is the same in every "channel": we are a local business that is committed to a simple, honest solution.
This has a huge impact on our business. The people who find our content are not just looking for a roofer. They're looking for an honest expert. They see that our message is consistent everywhere, and that builds a lot of trust. They see that the person they talk to on the phone is the same person who is on our website and in the community. This is what made it effective for my business.
My advice to other business owners is to stop looking for a corporate "solution" to your problems. The best way to "implement an unconventional PR strategy" is to be a person who is honest and transparent. The best "PR" is a simple, human one. The best way to build a great business is to be a person who is a good craftsman. That's the only kind of strategy that matters.
Annual Trends Report Showcases Industry Leadership
One unconventional PR strategy we've used is turning client and partner interviews into an annual industry trends report. Instead of conducting a campaign about ourselves, we produced content that highlighted where niche markets like event ticketing, prepaid cards, and expense management are heading. Because original data in these industries is scarce, the report was picked up organically and shared widely - clients valued it as competitive intelligence, and industry outlets cited it as a credible resource. What made it effective was that it positioned us as a connector and thought leader, while simultaneously strengthening relationships with the very people we featured.
Pause Distribution to Prioritize Patient Safety
We once issued a public statement not about a new product or service but about a decision to pause distribution of a popular item until quality concerns were resolved. Conventional PR often avoids highlighting potential negatives, yet this transparent approach attracted local media coverage and generated strong client support. Customers valued the willingness to prioritize patient safety over immediate revenue, and inquiries from new healthcare partners increased as a result. The strategy worked because it reframed accountability as a strength rather than a liability. By leaning into transparency, we built credibility that traditional promotional campaigns would not have achieved.
Secure Guest Spots on Niche Podcasts
Rather than pursuing traditional media coverage, we shifted our focus to securing guest spots on niche industry podcasts with highly engaged listener bases. This approach allowed us to connect with targeted audiences who were genuinely interested in our expertise and solutions. The strategy built trust quickly as listeners received valuable insights directly from our team, and we saw a surprising number of business inquiries that traced back to podcast appearances. The ROI significantly outperformed many conventional PR tactics because the audience alignment was so precise.
