If you are running a business then you should try and establish a relationship with the local press. Newspaper articles and social media articles can not only reaffirm your branding but also gain you enquiries and sales. If you have recently started your business or have a new product or service you want to launch then talk to a few local papers to see if they would be interested in doing an article on it. If they do, ask them if they would also be able to post a link to the article on their social media sites to engage even move viewers.
Special offers and incentives always go down well with the public, so If you are in a position to offer this or even a competition to win something then I would recommend doing so. The press are often more likely to do an article on your business if you are offering giveaways as it means more people will buy their paper.