Middle Media Agency

Crafting Compelling Stories When the News Well Runs Dry: 5 Innovative PR Pitch Ideas

Middle Media PR
Dec 08, 2024By Middle Media PR

In the fast-paced world of public relations, the constant demand for newsworthy content can be challenging, especially during slow news cycles. 


However, savvy PR professionals know that opportunities for media coverage exist even when traditional news is scarce. 


Here are five creative pitch ideas to keep your clients in the spotlight, particularly effective for B2B PR campaigns:

1. Executive Meet-and-Greets: Putting a Face to the Brand

Leverage recent leadership changes to create engaging story opportunities. Even if the appointment isn't breaking news, a meet-and-greet pitch can still pique journalists' interest. Here's how to make it work:

  • Introduce the new executive and their role
  • Highlight past accomplishments and industry expertise
  • Offer exclusive interview time for background and industry insights

This approach often leads to lasting relationships, with reporters seeking the executive's perspective on future stories.

2. Data-Driven Narratives: Numbers That Tell a Story

Transform existing surveys or case studies into newsworthy content. When pitching data:

  • Package research findings compellingly
  • Offer spokespersons from both your company and client organizations
  • Tailor data points to fit specific media outlets (e.g., eMarketer, The Drum's "Week in Numbers")

Well-presented data can spark interest even in slow news periods.

3. Newsjacking: Riding the Wave of Current Events

Stay alert to breaking news and position your clients as expert commentators. To execute this effectively:

  • Set up news alerts and monitor industry trends
  • React quickly, ideally within hours of a story breaking
  • Provide insightful, expertise-driven commentary

For example, the Crenshaw team secured coverage for NCSA by swiftly offering expert insight on a recent data breach.

4. Trend Capitalization: Surfing the Zeitgeist

Align your clients with or against current industry trends. This approach can work even without groundbreaking news:

  • Discuss how your client is adopting or bucking trends
  • Offer commentary on industry shifts (e.g., the rise of newsletters)
  • Provide unique perspectives on ongoing developments

A recent pitch about the importance of local newspaper newsletters amid COVID-19 changes secured a Q&A feature and newsletter inclusions for LiveIntent.

5. Thought Leadership: Shaping Industry Conversations

Prepare thought leadership pieces in advance for slow news periods:

  • Develop pitch angles and content topics for several months
  • Secure approved executive quotes beforehand
  • Offer fresh insights on relevant, ongoing industry discussions

For instance, commentary on the third-party cookie phase-out can provide valuable perspectives in the ad-tech sphere.


By employing these strategies, PR professionals can maintain media presence and build valuable relationships with journalists, even when traditional news is scarce. 


Remember, compelling, relevant, and timely content will always capture reporters' attention, regardless of the news cycle.


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