How to land media coverage without a press release

You’ve wasted hours with no results to show your boss or client, and you have to keep pushing as other work piles up.

Most businesses would like positive newspaper or magazine coverage, but only the best stories make it in an increasingly competitive arena. And now, many companies are not suited to a traditional news release approach. This may be because data or case studies are not available, no new services or products are in the pipeline, or the particular industry is flooded.

Whatever the reason, your client or boss wants media coverage and you have to find a story. Instead of forcing a non-issue or, much worse, fabricating figures, public relations consultants should manage clients’ expectations and use the most appropriate method to gain coverage.

One approach is to have a company spokesperson interview or comment for a planned feature. This illustrates the individual’s expertise and shines a light on the business as an authority in its field. That can be more efficient than spending time and energy on news releases.

Here are four ways to gain media coverage without a news release:

1. Read editorial calendars or forward features lists.