The job of a PR professional is to make their client shine, regardless of the situation. Bad press? No such thing. Negative headline? It’s how you handle it. But how do you spin something when there is nothing to spin? Literally, nothing. As you’re writing the press release, the cursor just blinks back at you, the only thing on the blank Word doc.
Unfortunately, this is something that can plague any PR pro. You really want (and need!) to get your client’s name and message out there, but does anyone care about what they are saying other than the client themselves? Is their “news” really newsworthy? This challenge has stared me in the face before and I successfully managed my way through it. Here’s a few ways that I did it!
1. Outside looking in: When a client requests a press release or any kind of media communication, identifying the “meat” of the story is the first thing to do. What would the average person do if they walked by a newsstand and this headline was on a paper? Would they stop? Would they read it? More importantly, would they actually buy the paper? Finding the hook is the first thing to check off your list. If you write it, they will come.
2. Trending: There are always trending topics in the media. From the sidebar on your Facebook newsfeed page to the trending hashtag section on Twitter, there are always keywords, topics, and even people that are trending. Use what is already there! Evaluate all of the trending topics, especially the top 10, and think about how you can make your story/client fit. For example, there’s a recall on frozen vegetables. Your client represents the on-demand industry. How do you tie the two together? Look up food handling tips and information (from a reputable source, of course), specifically information about the benefits of using fresh versus frozen vegetables. Offer that information in your communication, tying in your client and how they represent companies that specialize in home grocery delivery. Add on a catchy, frozen vegetable-related headline, use the trending hashtag when promoting on social media, and boom – you’ve got a trending topic that includes your client.
3. Capitalizing on your client’s assets: Even the newest businesses, organizations, and associations have one thing that makes them different or unique. Figure out what it is and promote it. Do you have a mentor program? Are you making a concerted effort to market to Millennials? Are your programs offered virtually and in person? Was your Chairman of the Board just named one of the “Savviest Business People in the US” by Forbes? These are all great areas for any kind of communication to highlight or bring attention to.
Not everything is newsworthy and there is never a guarantee that your press release will be picked up by the media. However, when you’re struggling to find something to publicize or market, try using the above tips and topics to help generate some ideas. There are no bad suggestions and often one topic may lead to another. Remember to think outside the box, see what is trending around you and find an interesting and inventive way to make your client fit!
