One of the goals of an effective PR/communications program is to keep finding ways to get in the news. However, this can be a challenge because many companies really do not have all that much news to report on a regular basis.
So, when there is no news, we have to find ways to make news.
One approach I have found to be very successful is to conduct surveys. These can be performed in-house and online so as to costs, it is negligible. The questions have to be pertinent information that editors of major trade publications will believe have value and will be of value to their readers. And, breaking-newsif they do, you can expect these surveys to be picked up and published in scores of publications and websites.
Another effective way to stay in the news is to take a current news item and comment on it. From time to time, for instance, reports are released about the germiest areas of an office or the germiest areas in a restroom on indoor air quality issues. Discussing these findings and offering solutions—which happen to reference you or your products—can be an excellent way to get news pick up.
Another technique is to start a series covering an important industry issue or hot topic. Very often, these are tip sheets on how to handle different cleaning-related issues, such as floor care, carpet care, restroom cleaning, etc. Once again, editors tend to appreciate tip sheets because they know their readers will find them of interest and value.
And, while we are on the subject, we should mention the relationship between PR/communications and trade publication editors. Editors are always on the lookout for quality content that is well-written, adds to their publication, and is of value to their readers. Does this mean they will accept an article just on the merits, features, and benefits of your products or services? The answer is no.
However, if your services and products can be “weaved” into a quality, educational article without being too promotional or advertorial, that is another story. Editors will accept this. They know the PR professional has a job to do and as long as the content is credible and valuable, they are willing to accept the article.