Landing Media Coverage When You Have No News

How do you achieve media coverage when you have no news to share?

By Jennifer Manocchio

Certainly launching a new product or service easily lends itself to contacting the media; however, you do not need to have “news” to get media coverage. Furthermore, you can continue to get media coverage on products and services that are not “new”.

For discussion purpose, let’s say your goal is to increase awareness for a product you launched years ago because it is not meeting sales goals. You cannot send a press release to the media because it is not “new”, unless of course you enhanced the product. What you can do is create a media pitch that includes a reference to your product.

You’ll need to be careful with this approach because if you simply write an advertisement, the media is not going to be interested. Rather, you need to provide valuable information the media sees as useful for its readers.

For example, if your product makes cleaning the kitchen easier, create tips on easy clean up after holiday cooking. But avoid focusing all the tips on your company or products so it doesn’t read like an ad. Also, be sure to attribute those tips to a company spokesperson or expert.

Another approach is to tie your product into timely events or news. For example, is your product perfect for holiday gift guides? Is it useful for people traveling during the holiday season? Does it help consumers achieve health and fitness goals that are common New Year’s resolutions? The more timely and less “evergreen” your pitch is the more likely your product will achieve media coverage sooner rather than later.

The bottom line is don’t stop conducting publicity and media relations just because you have no news. Be creative and consistent. Achieving media coverage helps build brands and increase brand awareness, but this requires more than one big media push a year.

Need help conducting publicity and media relations? Contact me at jennifer at sweeneypr.com or 910.772.1688.

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