How To Create PR Opportunities, When You Got Nothing News Worthy
Usually public relations professionals have two goals in mind when leveraging media and PR for a client:
*Raise the client’s visibility and
*Enhance the client’s business goals.
But how does even the most out-of-the-box thinker make old news attractive? Or does a PR person simply continue to churn out press releases about a once hot topic, like technology whose industry is waning?
When your company doesn’t have anything newsworthy to report, don’t waste time pulling together an expensive press conference about nothing. Instead here are some suggestions on how to use your time and your client’s wallet more effectively and efficiently. Think more strategically, and try some of the techniques below.
Do Your Best Before Press Release:
Drafting your content and getting press release; approval can be extremely time consuming. Too often they end up in a potential black hole i.e. on a website, where media may never see it unless they are already familiar with your company.
Instead why don’t you prepare a brief bio – data of your client or company with a list of hot topics, so that CEO, managers can discuss, and send these out to producers and reports, with a short note asking to add your experts to their Rolodex.
Experienced is Worthy:
If your client have experience on an specific subject then, try drafting an op-ed for them or encourage them to write an article targeting their audience. Always an editor would be interested in featuring a regular column from your client.
Engage speakers and draft their proposals and submit them to conference, organize it correctly that could benefit your client’s expertise. Then keep on looking for upcoming seminars / conference to target audience that suits your client company.
Round – Table Discussions:
Suggest that your company initiate a round table or teach a one- day seminar which could provide valuable information to your clients and current clients. It’s a great way for your client to garner some new business and for you to reap event publicity.
Visit the Journalists on their Desk – Sites:
Still today, there are a still a few journalists who have time and wish to, meet you or someone within your organization – particularly if your company can offer information for a story the reporter is currently working on. Try to find out a handful of key journalists that cover your industry regularly and who you would like to get to know you better. This is an effective way to build credibility and get your organization quoted.
Use up Third Party- Opportunities Correctly:
Try to have access to a television in your office, bookmark news sites relevant to your organization. For example if you represent a company that can discuss airline safety after two planes nearly collide at a major airport, make sure all of the major dailies and networks have a backgrounder on your guy.
These lunches are designed to introduce a specific reporter to a company, and they give you an opportunity to present some current and upcoming activities or products.
Read, Read, and Read. Make sure that you are aware of what’s happening in the news every day, go through newspapers and magazines regularly be updated with information that is required to your fields.
Community service / work is a donated service or activity that is performed by someone or a group of people for the benefit of the public or its institutions. An easy way to gain quick exposure is to provide a community service. Such work is often quite promotable and allows your company to be known as a good corporate citizen among peer companies. Think pro bono.
Interact with Online Media:
Online, digital media, which includes photos, videos and music, distributed over the internet, which are either non-copyrighted or copyrighted materials provided either freely or for a fee. This is also can used to target audience for company and clients.
Research and develop lists of online mainstream publications such as The New York Times and USA Today, and also popular sites to target business audiences.
Take advantage of the days when your company doesn’t have news to report, and flex your creative muscle. Use some of the techniques above to create media opportunities that will warrant ink, even when your news day is slow.