Getting more out of your content: Reduce, reframe, repurpose

PR pros spend a lot of time searching for a media friendly story. Reporters have an increasingly high bar and not every story, quote or insight will make the final cut. 

But what happens to the stories left on the cutting room floor? Or the thought leadership pitches you sent out to a couple dozen journalists but nobody bit? What happens to projects your team is proud of, but you’d never flag for a reporter: the detailed whitepapers, that awesome award nomination you didn’t win or a stellar customer review that popped up on your client’s Yelp page? 

It’s easy to push these to the side as not valuable for media, but this land of misfit stories can be a treasure trove of assets that can be reduced, reframed or repurposed for new audiences. One style of storytelling isn’t going to work for all of your client’s audiences, but you might be surprised at how widely your existing assets can expand beyond your original channel: