Attracting Media Coverage When You Have No News
It's relatively easy to attract media coverage when you're introducing the latest and greatest product or service, or if your company is making a major business announcement.
But what about when your organization desires press, but there is no obvious news angle?
That's the time when media relations pros really earn their keep.
Most approaches center around the fundamentals of knowing your organization or client, and the market and social context in which it operates.
If you really know your organization, there is always a story, contends Gary Grates, president and CEO of Boxenbaum Grates Inc., New York. "There are a host of interesting things about companies that are all fodder with which to interest the media," he says. His firm holds quarterly meetings at which each account person is asked to identify the "five most interesting things" about each client. Concerning not only products but management practices and business philosophies, these often can become angles to interest the media, Grates says.
At Cone Communications, Boston, a successful approach is to relate clients to a "larger trend story," says Betsey Arledge, vice president/media strategy. By relating a company, its products or executives to "something going on nationally," media interest often can be generated. Cone uses systematic scanning of the media to be aware of trends that might relate to clients. "We just scour every publication for anything that might reveal one of these trends," she said. "Lots of times, it's a thing you would least suspect."
Sometimes when there is no obvious story, it may be best to "fall silent," says Steve Crews, director the media practice group at Golin/Harris Communications Inc., Chicago. "It is OK to fall silent now and then...than to throw out something that has no value." (Boxenbaum Grates, 212/490-3355; Cone, 617/227-2111; Golin/Harris, 312/836-7441)
Getting Attention When There's No News
Chatting with a number of media relations pros, PR NEWS identified some proven approaches to "ink" when there appears to be no news:
- Study company to find "hidden" news (about products, operations, people, etc.);
- Link company/product with a major news story or trend;
- Produce industry research--which always is of interest to the media;
- Take a public stand--in the media or in speaking forums--on an issue in your industry, or in business, society;
- Get independent, third-party endorsements of products, services by well-known credible spokespersons;
- Sponsor a public-service program; or
- Create an event or contest.