5 ways to land media coverage with no news

Frustrated by ‘peak and valley PR’? Here are great ways to secure placements during down cycles in your client’s activity.

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For example, you might be securing 10 placements a day surrounding a product launch or funding announcement. After the excitement wears off, then come minimal media coverage and decreased visibility.

I call this “peak-and-valley” PR.

Finding yourself stuck in the valley?

That’s when the fun starts. Get creative to develop additional opportunities to secure media coverage and other PR-related outcomes.

Here are five ways to generate media coverage with no news and break the “peak-and-valley” PR cycle.

1. Thought leadership. Don’t think you have a story to tell? Think again. Use your clients’ experiences and expertise to secure guest posts, Q-and-A sessions and interviews. Stories like these work equally well whether they’re timely (e.g., what PR pros can learn from Super Bowl advertisers) or evergreen (e.g., tips to build stronger relationships with your clients). Plus, thought leadership pieces drive brand awareness, reinforce clients’ key messages and establish credibility-all vital elements when you do have a legitimate news story to share.

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