I launched my Internet startup at the worst possible time–after the Internet bubble burst. But we entrepreneurs tend to be optimists. Plus, I had a plan. I would not waste money on expensive advertising but would build awareness through free grassroots promotions.

So when I read in the paper that Ron Hazleton’s House Calls, a national home improvement TV show, was looking for homeowners in the San Francisco area, I was determined to get on. It didn’t matter that home improvement was unrelated to my website on higher education. With the economy in a recession, I felt any publicity was worth it.

But how would I get the show’s producers to pick my project out of the thousands of submissions? That’s when “four-legged” inspiration struck in the form of my recently adopted Austrian cattle dog mix named Sushi. I had always wanted to add a doggy door to the garage, and I hoped that the prospect of the photogenic Sushi would pique the interest of the producers.

Amazingly, a few weeks after the deadline a producer called and said, “You’ve won the lottery! You’re going to be on House Calls.” That’s great, I thought, although I so much rather have won the actual lottery.

On the day of the taping, a crew arrived, setting up lights, cameras and mikes. Filming lasted seven hours for my seven-minute segment. To maximize the publicity value, I wore a shirt emblazoned with my website’s name. Even better the director wanted shots of me working in my home office on the website. I was hopeful that I would get more out of the day than a mere doggy door. Still, I operated a circular saw for the first time, and Sushi was a star, even jumping through her new doggy door on cue.

It wasn’t until about a month after the show aired that I got the real payoff. A producer, and fellow dog lover, from CNN saw the program and called to say she loved Sushi’s performance and was looking for an expert to speak about higher education. She booked me that day! Using that CNN piece as an example of my television ability, I’ve gone on to appear as a guest on other shows including regular appearances as a higher education expert for our NBC affiliate in San Francisco and as a guest on Maria Bartiromo’s The Wall Street Journal Report.

All of this would not have been possible without my dog Sushi who got me my first national television appearance. And despite the many other appearances I’ve made on news programs, the truth is that I still get recognized most for Sushi and her doggy door on House Calls.

Don’t overlook any PR opportunity even if it does not seem to be directly related to your product or service. When you do get a press hit, be sure to use it whenever you are pitching other outlets. Producers and reporters, especially in broadcast, like to see samples of your previous work and know that you’ll make an interesting expert or guest. Don’t focus too narrowly on your areas of expertise when thinking of pitch ideas for the media. And, give your dog a hug every day!