3 ways PR pros can land media coverage without news

You needn’t have a press release, expensive study or charitable contribution to nab headlines and interest reporters. Try these ideas on for size.

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This article originally ran on PR Daily in October of 2017.

What do you do when your organization doesn’t have news to pitch?

You create some.

That doesn’t require a pricey investment in an analyst report or a charitable contribution for the sake of media coverage. It doesn’t even require a press release.

Rather, keeping your brand in the news is all about uncovering stories hidden within your organization, stories that are interesting and meaningful to journalists and their audience.

Looking to develop stories that can help keep your brand in the news? Here are three ways to earn media coverage without a press release:

1. Look to stakeholders.

Getting buy-in and ideas from your stakeholders is the first step to uncovering stories. Not only is it important for you to understand what makes a good story in your stakeholders’ eyes, but their ideas and perspectives are terrific places to start the story-generation process.

Consider holding a story-mining session with stakeholders and spokespeople within your organization, including executives, product leads and senior sales managers. Come to the table with questions concerning your own business and the industry as a whole.

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