Essentially, to get the word out about your organization or product (whether for-profit or non-profit), you'd have to convince someone with an audience to feature you *without paying them to do it*. In other words, your organization or product or service has to be genuinely interesting on its own.
And, since nobody else is allowed to pay for people's attention, you aren't competing with budgets, you are competing with other ideas. Imho this makes for a much more interesting information landscape.