As PR’s, we all know and love the feeling of securing pieces of coverage for our clients, whether it’s having a key product featured in a gift guide, or a full-length feature focused on a clients exciting business announcement.
Whilst breaking news and updates alongside key calendar occasions can significantly boost media coverage, there may be times where your client may not have any groundbreaking announcements to make.
However, this doesn’t mean that your PR efforts should come to a standstill and it’s important to keep the momentum going, even if things get quiet. Here are some solutions to generating PR coverage when you’re limited with no new news or updates. Let’s dive in!
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Refocus on your brand story
When there are no new business updates or product launches for your client, this serves as an ideal time to revisit and refine your client’s brand story. PR is so much more than press releases and product launches – it’s about conveying the essence of a client’s brand to the public.
Develop a compelling narrative that highlights the brand’s values, vision, and unique selling proposition. Use this opportunity to tell your key target audience who the brand is, what they stand for, and why they matter.
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Leverage Thought Leadership
Publications are constantly looking for quotes from experts in various fields of work to fill out stories with quotes and commentary, especially for larger stories that are complex in nature. Establishing your client as a thought leader in their select industry and identifying trends, hot topics or recurring issues can be the perfect solution to securing those additional pieces of coverage in a quiet period.
From an investment expert providing commentary surrounding the current financial market, to a veterinarian commenting on ways to keep your pets cool in a heatwave, sharing a client’s expertise is a great way to maximise your PR results.
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Reactive Always Wins
As PR’s, we know the importance of always being aware of ongoing social media trends and breaking news stories that may be relevant to our clients. A quick way to generate relevant news is to capitalise on this and identify reactive pitching opportunities to generate publicity in news voids.
Keep tabs of search terms relevant to your client that are increasing on Google Trends, tap into new and exciting trends that a client’s audience are engaging with on TikTok and you’ll be sure to secure some extra pieces of coverage.
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Engage with Influencers
With the media landscape continuously changing, many key news outlets have an array of journalists writing solely on TikTok trends and hacks that are taking the app by storm. Influencers are an integral part of PR strategies, so look to collaborate with influencers who align with your clients values and target audience to create new and exciting content. Their endorsement and content creation can create a buzz and gives you a new story to focus on to pitch to key writers.
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Giving Back
If your client hasn’t got much taking place over the upcoming months, why not make something good happen? Whilst a huge CSR campaign may not be feasible due to time constraints, see if your client has the capabilities to demonstrate their commitment to social responsibility by engaging in community initiatives.
This could range from participating in volunteering at a local charity, sponsoring local events or running an exclusive offer to give back to the local community. Such initiatives will not only make a positive impact but will also attract media attention by showcasing your clients values and dedication to the local community.
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Driving Data
There is so much access to free data that could be the perfect solution to securing those last-minute pieces of coverage in a quiet month. From utilising tools such as Google Trends, YouGov and even running a survey on Reddit, you can make the data tell a relevant story to initiate a brand new conversation, providing a story that your client is well-positioned to tell.
Many brands have numerous market research or specific category data that has an array of newsworthy information but is sometimes forgotten about, so ensure that you retrieve as much data as possible from your clients – you never know when it may come in handy.
Generating PR coverage with minimal new news or updates can be challenging, but it’s not impossible. By leveraging a client’s story and thinking outside of the box, you can keep your client in the spotlight.
If you’re keen to get your brand the media coverage it deserves, get in touch at hello@hatch.group.
