Week 1: Effective PR Moves for When the Media Won’t Bite

TL;DR:  Each Monday this month, I'll share PR strategies for when traditional media outreach falls short. This week: Use existing assets like reports, event materials, and customer stories to create fresh content.

The media landscape is more challenging than ever for public relations professionals. Since 2008, the number of newsroom staff in the U.S. has significantly declined, leading to increased competition for attention. I've written about the need for PR professionals to be hyper-vigilant, cutting through the noise in a world where many contribute to the chaos instead of providing real substance.

This changing environment is not just a temporary obstacle. Traditional strategies that once guaranteed media coverage often lead to dead ends. Important stories and voices deserving of attention can easily go unheard. When mainstream media isn't a viable option, there are still effective ways to connect with your audience.

This month, each Monday, I'll share a specific strategy to help PR professionals find meaningful alternatives to traditional media coverage. Each piece will focus on a different approach, offering practical advice, real-world examples, and insights into why these methods can make a difference. These are ideas that have worked for me. I'm not suggesting they're the only solutions, but they've helped my clients find success when traditional methods fell short.

Here's a preview of what's coming your way:

1. Use what you have laying around. These things don't live in the basement. Most of the time, they hide in plain sight, are easy to repurpose, and don't cost anything.

2. Turn your expertise into a public service. You have knowledge that others need. It is not just about what you know but how you share it, especially when your voice can add value.

3. Borrow someone else's megaphone. Sometimes the best way to get your message heard is through someone who already has the audience you want. It is not about taking over; it is about sharing the stage.

4. See if the grass is greener on the other side. This does not mean what you might think. It is about finding roots, building genuine connections, and exploring new ways to grow where you are planted.

5. Cut out the middleman. It is about responsibly taking control of the conversation and skillfully delivering your story firsthand.

Let's start with a tactic that often gets overlooked: using what you have laying around. One of the smartest moves you can make in public relations is to take stock of what you already have. When traditional media outreach isn't working, this approach becomes even more valuable. Instead of scrambling for new ideas or investing in costly campaigns, look around your organization. You might find that the materials, stories, and resources you need are right in front of you. These hidden gems are not stored away in a back room; they are often part of your everyday work.

Think about how you can transform existing assets into something new and relevant. An internal report might provide the foundation for an infographic or a white paper. A successful event might generate stories and visuals for social media, newsletters, or even a press release. Repurposing old social media content is not the goal here. Instead, consider how customer interactions, staff expertise, or behind-the-scenes moments could inspire fresh and engaging content. Even if previous content performed well, simply reposting it is not going to cut it. We'll talk about leveraging high-performing social media content in a few weeks.

When traditional media channels aren't an option, existing assets can become powerful tools for telling your story. Before you start from scratch, take a closer look at what you already have. You might find that your next big idea is already within reach.

Next week, I'll explore turning your expertise into a public service. It is not just about what you know. How you share your knowledge and the value your voice adds to the conversation make all the difference. 

AI-generated image. Not representative of real individuals or events.