5 Simple Strategies for Getting Coverage During Slow News Cycles

Summer is in full swing, and if it’s anything like summers past, the news cycle is going to be slow, at least until September. That means it’s the perfect time to try some new techniques to keep your company front and center with the media and analysts that cover your industry. Don’t have any upcoming press releases? No worries! These tips can help guide your public relations strategy over the next several weeks.

  1. Turn your company into a trends expert. Here’s a secret about the media that covers your market – they all want to find a fresh angle on the trends that are impacting the market but they don’t always have the time to dig them out. Give them that angle by drafting a well-researched pitch on a topical theme. This helps them:
    • Understand the topic/technology and how it impacts the market
    • Understand your company and its customers better

    The key is to provide as much information as possible in the pitch, while keeping it short and sweet. Pick a theme like time of year or a scheduled event and draft a pitch that shows how your company’s story is unique within this theme.

  1. Try some “newsjacking” by leveraging breaking industry news. What’s the hot news of the week (or month), and how do you fit in? It’s time to try to capitalize on ongoing news cycles that are taking place in the industry – a strategy often called “newsjacking.” While not every big story can be related back to your company, you would be surprised at how many news events (even those happening outside your direct sphere of influence) you can leverage to draw attention to your company.Effective newsjacking requires good timing, a healthy dose of creativity AND a thorough understanding of which topics reporters cover. To maximize the impact, react quickly and take a strong stand on the issue – the more controversial, the better.
  1. Ask customers to tell your story. Getting a customer to participate in a press release or a case study is not easy. But when you ask them to be interviewed for an article in a well-respected publication, customers are often ready and willing to talk. That’s because those opportunities let them raise their own profile instead of playing a supporting role in their vendor’s story.Of course, the media that covers your market would much rather hear your story told by your customers – it just makes for a better article for their readers. And while reporters and editors have no shortage of companies pitching them on their latest products and strategies, they often have trouble finding an end user to quote. If your company helps them get that interview, you probably just bought a little goodwill and a better relationship.
  1. Become a content-generating machine. Ever see a company do something interesting campaign-wise and think, “How’d they DO that?” Maybe they released an infographic that was picked up by all the leading business publications. Maybe they got viral attention on social media sites. Perhaps they released a survey that several articles referenced. Or maybe they secured a series of blog posts on a third-party influencer site whose attention you’ve been unable to attract. They got that attention by focusing on creating great content FIRST, and then figuring out how to parse and repurpose it later.
  1. Engrain social deeply into your PR strategy. Social strategies for many small and mid-size B2B companies are basic: Post a press release, tweet about it. There might be a company blog involved as well, and maybe a LinkedIn or Facebook page that is updated occasionally. However, having an effective social media program is not about posting a few pieces of information out there and hoping someone reads those posts. It’s about establishing a business goal and achieving that goal through social media. For instance, perhaps your goal is to drive more potential customers to your website. Social media can help you do that. And it doesn’t have to cost a lot – especially if you focus on just a few social media outlets.

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