Every PR in the world knows that sometimes we have to create news when there simply isn’t any. We call it, rabbit-out-of-a-hat PR!!
It’s not always easy, but it is possible. Faced with no budget and no new news, it can feel like mission impossible to get media coverage. But all hope is not lost. This is what we do at White Rose PR when up against it!
1 — Brainstorm
Sounds obvious right? But do it with a twist. Don’t brainstorm with the people you work with day in day out; find some fresh, new creative brains to bring to the table. There are lots of useful PR forums on Facebook so ask for some support and people are bound to help. After all, PRs love to network! It’s a win / win and you might come away with a golden nugget of an idea.
2 — A different spin
Look at the content you already have at your disposal (past press releases, blogs etc) and put a different spin on a story. Can you tweak it to be topical/seasonal? Is there an awareness day, week or month that is relevant to it? Can you turn it into a format that journalists like e.g. hacks or top tips? Sometimes it’s the way things are positioned that will get it over the line. And of course, don’t forget if it’s a product you are plugging, competitions, giveaways and reader offers are a good mechanic to drive coverage or why not target bloggers with product in exchange for a review?
3 — React to the news agenda
This won’t work with everything but in some sectors it can be really beneficial to react to the news agenda. Make sure you are prepared for this though. Set up google alerts, follow hashtags and stay abreast of the news, for example any new laws, changes, government announcements or whatever might be relevant to the sector. And most of all, be prepared with your comment, statement, Q&As and to my next point, your expert.
4 — Expertise
Journalists are always looking for experts to give quotes and comments so make sure you have credible, engaging people in place for your clients. These experts need to be media trained, fully briefed on your objectives and available. The last point sounds so obvious, but it’s vital to make sure you have access to the experts, particularly if you are reacting to a fast-paced, evolving news story. Don’t pitch an expert who turns out to be laying on a beach with a cocktail in one hand and phone on silent in the other. This will annoy the journalist and waste your precious time.
5 — Case Studies
Last but not least, testimonials. People believe people. Fact. So, if it’s relevant and possible, line up some case studies that can be sold into the press. Creating a database of case studies that you can turn to when coverage levels are in a slump could really help to turn things around. The more dramatic the story, the better and as always, be prepared. Have your testimonials written up and approved, with a photograph, ready to go. Don’t forget that there may also be a regional media opportunity with a case study so explore all avenues and don’t give up!
