Eight Great Ways to Generate

Publicity

How can a brand stay in the news?

PR practitioners are tasked with making their

brands newsworthy on a consistent basis.

But how can a brand stay relevant when there’s

nothing new to announce?

Here are eight ways to cut through the noise in

order to capture journalists’ attention and earn

media mentions.

1. Newsjacking

Newsjacking is the “art and science of injecting your

ideas into a trending topic.”

– David Meerman Scott, author of “Newsjacking”

2. Live stream an event

“Keep the dialogue going [throughout an

event’s life] and the content from your event

will continue to ripple through the social Web,

fueling conversation, connection and

advocacy.”

– Gabrey Means and Cassie Hughes, co-founders of

Grow Marketing

3. Place products in remarkable places

Product placement remains a unique way to

generate news, buzz and sales – especially if

your product placement is outside of the box

and fits with your brand.

4. Give influencers a first look

Influencers in the community are

more credible than brands. Reach out

to them.

Give them a sneak peek into a new

service or product. Offer a demo to

select people. Their word carries

more weight than a PR campaign

alone.

5. Use user-generated content

When you don’t have news to share, your

customers might. Just ask.

Medtronic Diabetes regularly asks its audiences for stories,

resulting in increased awareness, news and sales:

• Nearly 300 customers have shared stories and photos

• More than 80% of customers have given Medtronic

the rights to use their stories and photos in other media

6.Make case studies press machines

Case studies don’t need to be

dry. Create sharable,

complementary content such as:

• Infographics

• Videos

• Well-written press releases

• Press conferences and events

• Blog posts

7. Create controversy

Nothing generates news like a bit of controversy.

Tip: Take small steps when considering a

controversial stance or idea. Always test it on a

small group of stakeholders before going public with

it.

8. Be an advocate

• Dell works with the American Red Cross to

operate the American Red Cross Digital

Operations Center, which helps people connect

during disasters.

• Whenever a story appears about families or

friends being reunited because of the center, the

American Red Cross and Dell are mentioned.

Want to generate consistent

news coverage?

Download a copy of the “Eight Great Ways to Generate Publicity” white paper today!