Best Practices for Creating PR Opportunities When You Don’t Have News

As agency communications professionals, it is hard for us believe that there can ever be a slow news day. It is a rare occasion when a client does not have something new and exciting going on that they would like for us to share with the masses – or that is happening in the news cycle that we can insert clients into.

When a brand doesn’t have hard news, there are plenty of alternative ways to create a hook for media outreach to keep the engine going.

The first step we take when there is not an obvious news story available is to think about the types of news we like to read. One example is feel-good stories. These can range from anything to CEOs who have an overwhelming sense of corporate social responsibility to puppies who know how to skateboard, to stand out employees who went above and beyond their job description to do something great. These human interest stories can only help to shed light onto the great work your leadership is doing.

We also like to think about what makes a brand unique and stand out above the rest. This could be something as simple as supporting a new local charity or giving their employees the day off to volunteer. If your company is doing something that you don’t see other companies doing, that is something worth talking about!

Another avenue could be to scan top-tier publications to see what topics they are writing about and think about ways you might be able to react to the topic. Do you agree/disagree, or are you knowledgeable about this certain topic so much that you could add to the discussion or offer a new point of view?

Lastly, the most important thing to do when pitching any news story is to find the right target! No matter how exciting or compelling your story may be, pitching it to the wrong person will not get you far, so be sure to spread your news with people who will be as jazzed about it as you are.

If none of these avenues work for you, here are some additional newsworthy ideas:

  • Set a world record
  • Create and field a consumer survey tied to current or seasonal events
  • Explore speaking opportunities for top execs and company spokespeople
  • Partner with existing businesses/charities to get involved in national or community efforts
  •  Spotlight an employee who may have an interesting story or expertise

Hopefully slow news days are few and far between for your brand, but now you can be prepared to make sure that well never dries out.

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