Creating a Media Chrous Out of Crickets

Hey Media Darlings!

This week, we're ditching the breaking news pressure and focusing on scrappy techniques that can help you land media coverage, even when your client doesn’t have a headline-grabbing announcement. Think of it like crafting a hit song – it doesn't need to be chart-topping to be catchy and resonate with listeners (just look at half of the music artists with trending singles on TikTok but not Billboard).

So, how do we turn a client's story into a captivating narrative that journalists can't resist?

• Translate it to human interest: Your job is to translate your client's work into a compelling narrative that resonates with the journalist's audience. Highlight personal stories, challenges overcome, and the human element behind a brand. People connect with people and showcasing the human side of a business can be incredibly compelling. 
• Shine a Light on the Niche: Not every story needs mass appeal. Maybe your client's expertise lies in a specific niche. Highlight their unique impact in that area! Journalists love fresh perspectives, and showcasing your client's niche knowledge can position them as a valuable thought leader (and a credible source for more commentary in the future). 
• Joint brainstorming: Journalists, want to deliver informative stories. You know your client's business inside-out.  Working together with media allows you to craft a narrative that's both valuable for readers and highlights your client's strengths. So instead of just pitching a story, present what you have and ask your journo friendlies what they would be most interested in hearing from a company that fits your client’s profile. Collab together on Zoom or over coffee and see where you go from there. Now you’ve proven yourself to be a partner for media instead of a PR nightmare.
• Data Duo: Sitting on a treasure trove of data? Don't just offer the report– double the value for the journalist! Pitch a spokesperson from your client's company alongside an independent analyst to discuss the data's implications for the industry. This provides a well-rounded perspective that isn’t desperately self-serving. Having the third-party validation from an analyst reinforces the credibility and value of your client’s data.
• Create Evergreen Content: Develop stories that are timeless and relevant, irrespective of current events. These can include how-to guides, expert advice, or in-depth features that provide ongoing value to the audience.

Remember, even without earth-shattering news, your client's story can still be a hit! With a little creativity, collaboration, and focus on audience value, you can turn a client’s nothing into something – one compelling narrative at a time.

Share your best tips for crafting non-breaking news pitches in the comments below!

#MediaDarling #PRTips #Storytelling #MediaRelations