December 14, 2016
Let your customers know that business is good with a steady stream of news and help from PR
Experts recommend that you pitch the media consistently in order to attract positive news coverage and gain visibility for your company. How do you get media coverage when you simply have no news to pitch?
When big things are happening for your company, it can be an exciting time. There is lots of activity, phones are ringing and reporters are hanging on your every word. Once the story has run its course and everything gets back to normal, it can be somewhat of a letdown. It doesn’t have to be, though. You can get creative and find additional opportunities to stay in the news with these public relations tips.
Techniques to generate media coverage during slow news periods for your company
Every reporter can tell you horror stories about companies that incessantly pitch boring, mundane occurrences and try to pass them off as real news. You don’t want to be that company – the one all journalists avoid. However, if you only get news coverage for huge occasions, the media and your customers may soon forget about you. Here are several ways to ensure you get the media attention your company needs and deserves.
- Highlight your clients.
Even if you have nothing big going on, chances are that your customers or clients do. Collect their stories and highlight their achievements and give your company a pat on the back for playing a part in helping others accomplish goals.
- Be a guest.
Writing a guest column or blog allows you to share your knowledge. Position yourself as a leader in your industry and promote your company at the same time. Remember that it shouldn’t be just a long sales pitch for your product or include dozens of links to your site. Make it interesting so people will want to read until the end and post a link in your bio.
You can also offer your services as a guest speaker. Colleges, community groups and professional organizations are always looking for visiting lecturers and presenters. These activities often attract media attention.
- Look for anniversaries or even quirky celebrations.
There is always some special recognition or national day to commemorate something or other. For example, the second week of December is Human Rights Week, April 12 is National Grilled Cheese Sandwich Day and October is National Diabetes Month. From serious to unusual, you are sure to find one that you can relate back to your company or products.
- Provide data about trends in your industry.
Everyone loves interesting lists. They provide a quick way to learn some new facts in an easy-to-read format. Create an infographic about something of note in your field. For example, if your company manufactures cameras, you can make a pie chart of the most popular things people photograph. If you run a financial company, you can develop a list of the most important money skills you should teach your children.
- Hire a PR firm to help you.
Creating opportunities for your company to shine is what public relations professionals do best. The right PR agency will not stop at simply promoting your company’s major news; it will work with you year-round to develop a comprehensive media relations strategy that can keep your name in the minds of journalists consistently.
At Axia Public Relations, we work to improve your brand profile with targeted, smart communication and media relations techniques to continue your momentum. To learn more, download our e-book Maximizing Your Public Relations Investment or give us a call.
Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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