5 ways to get coverage between big events

Think the ‘major announcement’ is the only way to get ink? Think again. Here’s a handful of techniques to keep your brand’s profile high.

Ragan Insider Premium Content
Ragan Insider Content

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.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.