Hours have been wasted with no results to show your client, meaning you have to keep pushing when other work is piling up.
Most businesses would like positive newspaper or magazine coverage, but the truth is only the very best stories make the page in what is an ever increasingly competitive arena and now many companies are not suited to a traditional news release approach.
This might be because data or case studies are not available, no new services or products are in the pipeline, or the particular industry is flooded.
Whatever the reason, the client wants media coverage, and you’ve been asked to find a story. Instead of forcing a non-issue or, much worse, fabricating figures, public relations consultants should be managing clients’ expectations (because many still consider the job of a PR agency to write news releases) and using the most appropriate method of gaining coverage.
One alternative technique is to offer a company spokesperson for interview or comment within a planned feature, illustrating the individual’s expertise and shining a light on the business as an authority in it’s field.