Sometimes there seems to be no client news worthy of coverage. That's when the savvy PR pro digs deep into the old bag of tricks and pulls out one of these ideas to perk things up:
* The List
* The Index
* The Hall of Fame.
Best of, worst of, most of, least of, top and bottom lists can be great ways to get coverage. Designer Mr. Blackwell made a career out of his Worst Dressed List. Country Music Television has turned this into an art form by not just developing the list but making a TV show out of it. Consider its 40 Best Drinking Songs.
You can use these lists to engage your own customers or readers. Do a survey and have them vote. I always like using odd numbers like 11 or seven instead of 10 for my lists. It seems to me they get better coverage. If you are going to develop one of these lists, don't be boring. Come up with something that has some controversy attached to it to ensure greater coverage.
The Consumer Confidence Index is one of the most well known of the indices. The CCI is an index that requires some heavy lifting to prepare, but you can develop one that is purely for publicity purposes. The National Association of Realtors developed the housing affordability index, an easy-to-compile index that shows how much income you need in order to afford a home of a certain purchase price.
My initial thought when I worked with Carolinas AGC to develop the Carolinas Construction Barometer was to come up with a publicity tool. However, when we enlisted UNCC to help us develop the methodology it quickly became a real tool that required a lot of work. So, be careful with this one or it can get away from you.
Finally, there is the Hall of Fame. You don't need bricks and mortar to have one. It can be virtual like Bill Stoller's PR Hall of Fame that exists online and in press releases but nowhere else.
So, the next time there is no news, do some media relations magic: create some out of thin air.
Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
![]() |
|
![]() |
|
![]() |
|
![]() |
Smaller companies don't always have the budget - or inclination... Read More
The wind of changes...The digital world has changed the form... Read More
Have you ever noticed how the same people's names always... Read More
Getting on the radio can be a great tactical move... Read More
Business people often spend time and money trying to find... Read More
News releases are not the best way to get major... Read More
The next time a newspaper photographer takes your photo, remember... Read More
Your important outside audiences behave in ways that stop you... Read More
So you have spent hours and hours writing, shaping and... Read More
You are a spokesperson for your company, representing it for... Read More
Public relations is the art, as one of my colleagues... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
It sounds too simple to be true, but it really... Read More
Southern grandmothers have often said, "there are only three... Read More
The notion that a business, non-profit or association manager can... Read More
Something that results in your most important outside audiences doing... Read More
Done right, it delivers the key, target audience behaviors you... Read More
So many restaurants spend money on publicity and then practically... Read More
OK, as a manager, your goal is to show a... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
If you're serious about getting great results from your PR... Read More
Andrew Bogut, the Australian basketballer is now officially in the... Read More
How do you make a friend of the media? A... Read More
Does it really make sense to bet your PR budget... Read More
Especially good advice for business, non-profit and association managers whose... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
A musician spends years honing his craft. He writes world-class... Read More
It's a phrase I hear over and over again from... Read More
What makes a good media release and how do you... Read More
What are you trying to do with your business, non-profit... Read More
A Press Release is a captive story that can be... Read More
What is the one thing that all of the best... Read More
Is your business looking for new and creative ways to... Read More
If you want to know the best way to approach... Read More
Public relations and news releases are synonymous in the minds... Read More
For business, non-profit and association managers, is it publicity that... Read More
Sure. What else do you call a human discipline whose... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
Have you ever noticed that in communities without big universities,... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Simply that the behaviors of their most important outside audiences... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
Corporations are willing to pay substantial amounts of money to... Read More
Done right, it helps modify the behaviors of your most... Read More
Are you hesitating about hiring a publicist or, if you... Read More
Many of my clients have had the misguided perception that... Read More
When you should send samples with your press release:1) When... Read More
Above all, you need to know that the right PR... Read More
Be a ResourceThe media people that are likely to want... Read More
Well, for starters, because good public relations can alter individual... Read More
Not a single reporter showed up at our news event.... Read More
The fast changing dynamics of the world economy is forcing... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
It's a phrase I hear over and over again from... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
Sure, as a manager, you have a talented member of... Read More
Public relations writing when writing press releases can be a... Read More
Just happens to be public relations activity that alters individual... Read More
Journalists are trained and often experienced at getting information out... Read More
Years ago when my Dad owned a group of local... Read More
A wise friend of mine has often said, "There is... Read More
A PR product or service launching is a perfect way... Read More
Let's start out with a caution for business, non-profit and... Read More
At the core of any successful public relations campaign is... Read More
Public Relations |