At times, public relations can be fast paced. A company may announce a new product one week, followed by a personnel release about a new CMO the next and the publication of the latest research report the week after that, but at other times, the well of client news can feel like it’s drying up. Timing on partnership announcements shift, acquisition deals fall through or the summertime vacation lull sets in, naturally leading to fewer substantial announcements and resources to share.
When PR pros can’t rely on having regular, fresh news to distribute to grab media attention, being proactive and creative in generating unique brand stories becomes essential. Consider the following tactics to keep media relations efforts productive during those intermittent news droughts:
Arrange SME brainstorms: From product engineers to C-suite execs to social listening teams, setting up brainstorming calls with subject matter experts (SMEs) can help uncover loads of timely ideas. Regularly leaning on account managers, sales directors or chief operating officers to get into the minds of customers and prospects can provide PR pros with varying perspectives and angles to shine a fresh light on unique trends and insights. Working with teams and experts to help uncover their most promising data, research and other resources can generate particularly compelling content for use with the media.
Embrace breaking news: Especially when a company’s news stream slows, PR pros should turn their attention to broader global or national news cycles. Tapping into trends already being covered by offering guidance and education can earn brands some of their most valuable media coverage. Whether consumer brands identify regional or national trends or BtoB marketers track the latest regulations or announcements affecting their industry, tapping these news topics as a foundation creates a great opportunity to weave in a brand’s or expert’s perspective, join the conversation, and position them for thought leadership. Responding rapidly to breaking news items can put critical insights in reporters’ hands at a time of urgent need, and this sets the stage for building valuable new reporter relationships. Make certain your team consistently tracks daily news and relevant trends with a discerning eye to begin to identify the best timely opportunities.
Repurpose quality content: At PR Return, we’re always looking for creative ways to maximize valuable content. Leveraging existing resources and refreshing or modifying them for different audiences can help score coverage. Revisiting last year’s holiday season prep list, for example, and refreshing it with current trends or stats can give it new life. Or utilizing a meticulously assembled award submission packed with key metrics and giving it new legs as a case study or contributed article content can reap additional rewards.
Conduct simple reporter check-ins: Rather than pitching reporters with a specific angle or announcement, make a habit of regularly checking in with friendlies with whom you’ve built solid relationships, along with new media targets, simply to find out their current focus and remind them of your desire to assist. Even if they don’t need assistance right then, reporters often keep sources in mind and circle back later with different projects. Offering to set up no-commitment introductory briefings can also help open doors. After all, nurturing genuine, mutually-beneficial relationships with top journalists, analysts and other influencers can help earn credibility-building coverage.
Need help identifying news-worthy angles that garner headlines and attract media attention? Contact PR Return today.