Big product announcements are good, but what do you in between them? Whether you work for a PR agency or in house, here are five options to consider while you’re waiting for The Next Big Thing.
1. Pitch product enhancements using trends: Tie your established products and services to industry trends and changes. For example, if you represent a mortgage company that can help homeowners with refinancing documentation while the Obama administration is supporting refinancing, then your service can get good exposure.
2. Make personnel announcements count: Even announcing a relatively low level hire for a new office or focus area signals your critical mass. For example, an investment firm ramping up in a new specialty gets a chance to highlight the move without overpromising.
3. Offer market expertise when you can: Focus on commentary that informs new customers in your market. If you are a career services expert, offer advice on what the “hot buttons” are in the recruiting industry and how to take advantage of those opportunities to get ahead of competitors.