Write up press releases every now and then and post them online and/or send them out to customers. These press releases should tell how the business is doing and to show off any new products/services. Be honest with your customers and do not lie to them.
Press release marketing comes when anything extremely happening in your company and you start spreading it as press releases on local and national news as well. The worst that the news outlets could do is not air your business during the newscasts or online.
These press releases could show your customers that your business is doing good which means that you must be doing something right. This will entice people to come give you their business and will bring in new customers as well.