3 ways PR pros can land media coverage with case studies

Instead of pitching a piece that doesn’t hold any news value (or interest) to a reporter, consider offering insights and tips based on an example from your organization or client.

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This was a list that I memorized for a class, and carried with me since I graduated. What do you do when organizations don’t have any news that isn’t technically newsworthy, though? It’s especially hard for PR pros who represent clients who produce products and services which don’t have regular newsworthy announcements.

One of my favorite—and frequently used—tools is a case study.

It’s a useful tool for PR pros to pitch for placement, on social media and for contributed articles. It can also be used by marketing teams in their efforts.

A case study is basically a story about how your client’s product or service solved a problem for an end user. They typically follow a standard format of challenge, solution, and results, using quotes from people involved on both sides.

PR pros of almost any industry can use case studies to get coverage. Here are the best practices for writing one:

1. Get people involved.

You can’t write a case study by yourself. It must have both points of view: the end user and the perspective from your client.

Interview individuals from both sides about each component of the story; it’s important to present a balance instead of focusing on how great your client is. A genuine story will be more successful with reporters.

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