The real secret to great PR? Do cool stuff.

In a world where every brand fights for media attention, you need more than a typical press release to stand out. Doing something truly original is what catches journalists’ eyes. When you create interesting, memorable stories, you inspire news outlets to share your message with their audiences.

Being truly newsworthy comes from weaving creativity into your brand's strategy. Creating authentic and shareable experiences or events can open the door to serious exposure. At Axia Public Relations, we help brands understand and apply this to their media outreach.

Why "doing cool stuff" captures attention

When people see something that sparks curiosity, they want to learn more. Journalists are no different. They’re constantly on the lookout for stories that stand out. Engaging in unique, exciting, and unexpected activities helps your brand break through the noise.

Picture how a music festival instantly turns a quiet city block into an explosion of culture and connection. It’s unexpected, compelling, and full of energy. The same kind of thinking can apply to your PR strategy. When your brand offers something fresh and eye-catching, you give media professionals something worth covering — something their audience will want to know about.

These attention-grabbing moments don’t happen by chance. They take planning and creative thinking. But when they land, your efforts can lead to valuable media opportunities and enhance your brand’s visibility in ways traditional tactics may not.

Tips for generating cool, newsworthy activities

When you're ready to think creatively, the first move is making sure your efforts reflect your brand. Whatever activity you put together should clearly align with your brand's identity and values.

1. Align with your brand.

Make sure the ideas you pursue match your organization's mission and personality. Whether it’s a high-energy workshop or a virtual challenge, it should feel like a natural extension of your brand.

2. Focus on authenticity.

People can tell when something seems forced. Keep your efforts honest and grounded in your brand's unique story, identity, and mission. Authenticity builds trust and interest.

3. Use originality to stand out.

Don’t try to copy another company’s viral campaign. Find your angle. Whether you’re surprising buyers with random giveaways or partnering with a cause your team is passionate about, make your activity original.

4. Original doesn’t need to mean outrageous.

Something as small as a themed pop-up or an interactive online event can earn meaningful attention when done right. The goal is to create shareable, buzzworthy moments that show how your brand brings value and personality to the table.

Engaging with journalists and media outlets

Once you’ve done something impressive, the next step is making sure the right people know about it. One way to do that is by crafting strong, clear pitches that highlight the uniqueness of what you did. Journalists want stories that surprise or inform, so your pitch needs to deliver that value effectively.

• Don’t bury the lead. 

  Make the newsworthiness easy to spot. Are you using new tech? Did your event lead to meaningful community impact? Ask yourself why readers should care, and clearly show that news value to make your pitch stand out. 
  
  

• Direct outreach is another smart move.

  Skip the generic press release when possible and go for a personal, helpful approach. A quick phone call or a short, enthusiastic email can help establish a connection while letting your excitement shine through.
  
  

• It’s also a good idea to offer extras. 

  Inviting journalists for a first-hand look or offering behind-the-scenes access can make your story even more attractive. These touches help build stronger relationships and present your brand as one that values collaboration.

The role of consistency and innovation

Pulling off one exciting initiative is great, but to stay on journalists' radar, your brand needs to keep things fresh. Consistency is about showing there’s always something valuable or interesting going on, even if it’s not a major launch every time.

Think about recurring efforts that reinforce your message. Maybe that means hosting a quarterly live Q&A session, launching a fun seasonal campaign, or teaming up with another brand a few times a year. These regular touchpoints allow you to stay active in media conversations and give journalists a reason to keep tabs on what you’re doing.

Innovation drives attention. Don’t be afraid to test new methods, explore different formats, or respond in real-time to cultural moments. Larger campaigns may make a bigger splash, but even smaller creative actions can add up to sustained visibility.

Striking the right balance between recurring efforts and standout moments helps position your brand as both consistent and exciting. That’s the kind of presence many outlets are looking to include in their coverage.

Making it work for your brand

Every brand operates in a different space, so the way you build your PR calendar and creative ideas should reflect that. What works for a tech startup might not fit a local restaurant. Tailoring your approach doesn’t mean sacrificing originality. It’s about thinking smart and staying aligned with your audience.

Track what works and what doesn’t. Measure engagement from the media and your audience. Use those insights to shape future activities. Creativity is a muscle, and the more your team works at this approach, the easier it becomes to build on it.

Sometimes the lift is too big or the path isn’t clear. That’s where bringing in expert support comes into play. Public relations professionals have strategies, experience, and resources that can help your brand get media attention and stay visible. Partnering with an experienced PR firm helps ensure your efforts deliver meaningful results.

Ready to do cool stuff?

Big headlines result from bold actions. Eye-catching, authentic, and impactful efforts spark attention and can fuel valuable media coverage. Crafting shareable moments with personality makes your brand easier to talk about and remember.

Doing cool stuff isn’t about spending the most money or making the loudest noise. It’s about being genuine, creative, and consistent. When you lean into those values, you build a brand worth noticing.

Need expert guidance on media relations? Read Axia’s "Learn Media Relations from the Media” e-book for insider tips on pitching and earning media coverage.

Photo by Thirdman