Exploring the creative process of storytelling in PR when faced with a blank slate
By Chiara Breedijk
With no new hires, products, or services on the horizon, along with other internal changes lacking relevance to the media, PR consultants may find themselves short of material for pitches or press releases. It's a common scenario in our field: there’s times where the stories are up for grabs and others where they're scarce. In other words, you are lost in space! So, what's the strategy when you've seemingly exhausted all angles but still crave fresh narratives for journalists? It's a pertinent question, one we'll delve into further in this blog. This blog caters to those who are seeking media attention.
Letting existing content shine again!
If you want to seek media attention for your own company, client or a specific person there is probably already content on the website. Think about guest articles, blog posts or case studies. Reimagine this valuable material in fresh and insightful ways. Think about repackaging their materials into formats like infographics, case studies, or thought leadership pieces. Ensure that any figures or information used remain current and relevant to the industry. So be careful with using older content, because numbers, graphics, or facts can be outdated and not relevant anymore. If the original story cannot be reused in its entirety, dissecting its subtopics can be used as inspiration for new narratives.
Leveraging industry insights for media recognition
Totally lost in space? Conduct thorough research on industry trends, challenges, and emerging technologies that resonate with both the industry and journalists. Media outlets are the first to report on cutting-edge news, making your contributions invaluable. By staying ahead of the curve or giving more input on topics that are hot in the media, you increase your chances of capturing media attention. As a PR consultancy, we make it a daily practice to read articles within the industries we serve. This helps us identify newsworthy content that could potentially influence our clients' industries and possibly be used as a topic to pitch back to the journalists. For instance, we maintain subscriptions specifically tailored to the tech sector, by subscribing to newsworthy outlets, like: Sherwood Snacks, Quartz Daily Brief, Manager Magazine, Golem and Medium Daily Digest.
Additionally, let's not forget the hidden gems within your own company. You've got experts lurking around who are bursting with juicy insights on industry trends, challenges, and all the latest wizardry. Why not tap into their genius and whip up some thought-provoking pieces or spicy opinion articles?
It is time to partner up
By forcing strategic partnerships with industry influencers, experts, or complementary businesses to co-create content or host joint events. This collaborative approach not only expands your reach but also brings fresh perspectives to your storytelling. Such collaborations can pique journalists' interest and elevate the visibility of your pitches or stories. By leveraging the credibility and expertise of your partners, you enhance the appeal and relevance of your narrative, increasing the likelihood of media coverage.
Valentine, Christmas, Black Friday…, go for an “original” idea
Valentine's, Christmas, and Black Friday are classics, but if you really want to steal the spotlight, it's time to think outside the box. Sure, you can dazzle on those well-known days, but why not spice things up with some lesser-known holidays? Whether it's Chocolate Cake Day or Pizza Party Day, there's a day out there for everyone. It all depends on your company, services, or products you deliver to your clients. Feeling a bit stumped on how to grab those headlines? Dive into our German content calendar for a treasure trove of quirky holidays waiting to be celebrated.
One thing is certain: after reading this blog, inspiration is bound to flow—or at least, let's cross our paws and hope so. It can be tough to conjure up ideas, especially when you're stuck in tunnel vision and can't seem to break free. Nevertheless, we're optimistic that the points and tips we've shared will pave the way for some fantastic new storytelling and headlines you're sure to score! 🚀