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Whenever a client signs on for PR support, the ultimate goal is to obtain media coverage. For many types of clients, especially startups, “hard” news, which is the gold standard for connecting with reporters, is sporadic at best. In this case, media coverage is best achieved through proactive pitching, such as thought leadership interviews or byline placements.

When slow times happen – the dog days of summer are a big one! – clients still want results, and it’s our job to make it happen no matter what.

Let’s dig into a few ways that you stay proactive and productive when news is nowhere in sight.

Never Stop Proactive Pitching!

While this seems obvious, PR folks should be pitching constantly, especially when their clients’ announcement pipeline is slow. Trying out new and different angles or repurposing pitches that worked in the past (near-term) are a few places to start. Discussing byline ideas with your client that can be drafted for or placed exclusively in specific target outlets is also something to consider. Another idea to chat with your client about is the availability of customers who are interested in speaking to the media. If there are one or two available, their perspective and stories can unlock a host of new opportunities. Lastly, some clients are always looking to expand their vertical presence, so it’s always worth checking if there are new topics they want to put a stake in the ground on or discuss a particular trending issue. Being diligent about pushing your client to explore all areas of opportunity can open the floodgates of opportunity and help you build new relationships on their behalf.

Conduct Rapid Respond All the Time!

Is your client keen on sharing their perspective at any time on relevant topics flooding mainstream media? Did that hot news item that dropped this morning have a direct tie to your clients’ offering? There is always a time and place for rapid response. Even when there isn’t a big disruptive event on which to comment, you should always have a list of keywords in your alerts – Google Alerts and Talkwalker are both great – to track news happenings in real-time. While you may not secure an opportunity every time, this is a great opportunity to offer your client as a source to more reporters than you might typically hit with a general proactive pitch. It can also open doors to key media outlets that have been a struggle to break into.

For more on rapid response, check out our blog on the topic.

Pitch a Podcast!

Over 4.1 million podcasts currently exist, so there is a good chance your client could be a guest expert on one of them. What’s great about podcasts is that a lot of the time, while the episodes are topical, they are often evergreen, so pitching your client for a guest spot could come immediately or a month down the line. Any time, though, is a good time to participate.

A few things to consider:

1. Your clients’ target media outlets may have an associated podcast, which is an excellent place to pitch your client. These outlets may even do a write-up alongside the podcast, which is a fantastic double hit.
2. Some independent podcasts are run by industry thought leaders or influencers. This is a nice way to get your client in front of an audience that should know about your business/offering/product but also gives you the chance to showcase your clients’ industry expertise with their peers.
3. There are podcasts run by industry organizations. If your client is part of one, has an interest in becoming part of one, or the organization takes perspectives from outside sources, this could be a great way to showcase your client within the organization’s community.

Don’t Forget Ed Cals!

Editorial calendars are becoming less relevant these days due to the fast-paced nature of the news and industry conversations. However, top-tier outlets like the Wall Street Journal and Forbes still rely on them. It’s imperative that PR people are aware of topics these outlets plan to talk about – it gives them a leg-up on the planned features that clients might have a shot at being included as a source. A bonus is that ed cal topics may be featured both online and in print – so that’s double the coverage!

We wrote a blog on ed cals, too, so check it out for more info.

Create DIY News!

Simply put, there are always opportunities to make news for your client to share. Think about previous announcements or company milestones they might not have promoted externally. This could be anything such as sales metrics, growth metrics, client wins, product announcements, new hires, and award wins. A few of these put together and you’ve got a momentum release! These updates can garner interest from trades and possibly uncover interview opportunities to discuss updates to where the company is heading.

If your client doesn’t have access to its own internal data, working with them to produce a consumer or business survey can also be a news generator. This entails using a platform like Pollfish or SurveyMonkey to ask questions that are directly related to a theme your client wants to own. Once the data is available, putting it into a nice report with a snazzy headline can be a game-changer when trying to pitch your client to national media. They love strong data – and even just one point can help them create a new story or bolster an existing story.

Leverage Your Relationships!

If you have been working with a client for six months or more, chances are you’ve created media relationships along the way. Even if you are already constantly proactively pitching them, you can always email your contacts to see what they are working on and if your client can provide any color to stories they are working on. While it may not always pan out, at the very least, it’s a simple way to keep your client top of mind without being too pushy.

The media can be fickle, but reporters are always hungry for content, and you will never know what they are working on. It’s important to keep your client in the loop – always be pitching, leverage your relationships, create newsworthy moments, and think outside the box. This will help you keep an edge in the fast-paced media landscape.

To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.