How to Leverage the Power of a Collaboration (Even If You’re Broke or Unknown)
If no one’s talking about you, find someone else worth talking about and join forces.
That’s the heart of one of the most underrated (and free) publicity tools out there: collaboration.
When done right, it can amplify your visibility, create fresh angles for media, and help you bypass the gatekeepers—no PR budget required.
Whether you're a new artist, entrepreneur, coach, or brand builder, teaming up with others can help you land coverage, reach new audiences, and become part of the conversation. Here’s how.
Collaboration is a PR Power Move
Let’s face it: editors and journalists aren’t always hunting down your Etsy shop or indie podcast. But they are looking for fresh content, unique partnerships, and human interest stories with built-in angles.
Collaborations give you:
Built-in storylines (especially when it’s unexpected or purpose-driven)
Shared audiences and doubled promotional efforts
Increased credibility (if you’re aligned with a more established partner)
More reasons to pitch (because now you’re newsworthy together)
5 Creative Collab Ideas That Attract Press
You don’t need to be a celebrity or spend a dime. You just need creativity, alignment, and a compelling reason to work together.
1. Launch a Joint Product or Service
Partner with someone whose audience overlaps with yours and create something limited-edition together.
Example: A fashion stylist teams up with a local jewelry maker to launch a capsule accessory collection. Pitch it to lifestyle and fashion blogs as a “collaboration made in style heaven.”
2. Host a Co-Branded Event (Virtual or IRL)
Think pop-up, workshop, TikTok Live, or even a 3-day challenge. The point is: two voices, one goal, more visibility.
Example: A wellness coach and a therapist host a free Zoom workshop on managing burnout. They pitch it to local wellness writers and parenting blogs.
3. Team Up for a Good Cause.
The media loves a feel-good story. Partner with another brand or creator for a giveback campaign, donation drive, or awareness initiative.
Example: A candle maker teams up with a mental health advocate to donate proceeds from a limited-edition scent to suicide prevention efforts.
4. Do a "Swapped Spotlight" Series or just a simple coffee chat.
You promote them, they promote you. Interview each other, trade social media takeovers, or do a content series together.
It builds content, boosts SEO, and gives you a press-worthy narrative: “Two creators swap spotlights to fight the algorithm.”
5. Tell a Story That’s Bigger Than Just You.
Pitch your collab as a movement, not a moment. Think: women supporting women, BIPOC entrepreneurs in rural towns, sustainability meets art, etc.
Make your press pitch about why you joined forces—and how it reflects something culturally relevant right now.
How to Find Your Perfect Collaboration Match
You don’t need a big network. Just start looking for people whose values, audience, and goals align with yours.
Try:
Instagram DMs (find people who already engage with your content)
Facebook or LinkedIn groups for your industry
Past collaborators of people you admire
Artists or small businesses in your area
Newsletter swaps or podcast guests.
Don’t overthink it. Reach out with a friendly message, share a quick idea, and focus on mutual benefit.
Pitching Your Collaboration to the Press
Once your collab is live (or about to launch), pitch it with clarity and energy.
Your email should include:
What the collaboration is
Why it matters or is unique
A high-res photo or teaser
A quick quote from both parties
A clear ask: Would you consider featuring this in [section]?
Example Subject Line:
Local Artist & Chef Team Up to Turn Leftovers into Paint (Yes, Really).
That’s an instant hook.
If You Can't Buy Buzz, Build It
Collaboration is one of the fastest, most fun, and most strategic ways to earn attention without spending a dime. It gets people talking, boosts your brand’s relevance, and opens doors to media who care about more than just your follower count.
