How to land media coverage in quiet times for your business

Those fallow periods hit every organization, yet clever marketers—yes, you—can craft timely or evergreen op-eds, mine internal storylines or tap into local and trade outlets. Try these ideas.

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Journalists love a good startup story.

A new business is likely to get its first round of coverage with one of two news events: It just landed a big chunk of change from a high-profile investor, or it’s bringing something new to the table.

What happens, though, after that first big wave of public attention?

Things get quiet. Employees are heads down, putting that investment money to work, and leaders wonder how to sustain the media buzz when they have nothing significant to promote.

Most every company has a story worth telling, but sometimes it takes a little digging to find it.

Here are four ways to score coverage when your organization is in between headline-worthy announcements:

1. Look internally.

Instead of thinking about promotional and product-centered stories, think about the indirect ways you’re influencing the world. In many cases, all a communicator has to do is look inward.

Gravity Payments, a company that many people had not heard of because of its niche services (processing credit card transactions), made news when the CEO decided to set its minimum annual salary at $70,000.

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