How to Engage the Media When You Have Nothing to Announce

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How to Engage the Media When You Have Nothing to Announce

While undoubtedly a staple for the public relations (PR) industry, the press release is just one communications medium for spreading information about a company or brand. But not all instances merit sending out one. In fact, churning out releases continuously (especially to the same media titles) in the absence of a worthwhile announcement is a great way to lose credibility among editors, who might eventually consider them as spam. But if you can’t always have news that warrant sending out a press release, what can you do to sustain media engagement in a period that’s merely “business as usual” for your company?

It doesn’t mean you can’t reach out to the media during that time. After all, public relations is a very much relationship-driven business, so it’s imperative to sustain media relations through continuous engagement. 

Here are a few PR tools you can leverage as an alternative to the press release. 

How to engage the media when you have nothing to announce

Bylined articles

Does your company spokespersons have specific knowledge and information they can share with the public? Well-written thought leadership articles can help your business stand out from the competition if spokespeople are able to demonstrate a solid understanding of pressing industry issues and can provide insights. You showcase your company’s (and team’s) expertise effectively through well-developed content that’s devoid of sales and marketing jargon. Besides that, you focus on placing the byline in publications that are widely read by the audience segments you’re targeting. Always do proper research on the publications you intend to target and recent trends you can use to enhance your story before developing the byline. While this may take extra time and energy, it will undoubtedly help you come up with an insightful article that can drive credibility for your company, position spokespersons as thought leaders, and foster a greater sense of trust between the organisation and the public.

Virtual events

While the pandemic has wreaked havoc across industries, it has presented us with a silver lining too. COVID-19 has caused industries to accelerate digitisation. In the PR industry, we’re particularly seeing more companies participating in virtual conferences and webinars. Through these virtual engagements, your company’s thought leaders are not only able to share their expertise and elevate their profile, but also network with other industry professionals for business development purposes. Virtual conferences usually have panel discussions where experts can share industry-specific insights and knowledge—which can shape how stakeholders perceive your company. 

Interviews and commentaries

Interviews offer companies an opportunity to share their business stories and in-depth insights with the media. Securing an interview in broadcast outlets such as Bloomberg or CNBC can definitely strengthen brand recognition and visibility. 

Scoring a good interview entails crafting an eye-catching, attention-grabbing pitch note highlighting key discussion points and why the proposed story is relevant and timely for the media you’re targeting. 

Besides interviews, also consider newsjacking opportunities where your spokespersons can comment and share insights on current issues and hot topics. It’s a great way to get your organisation noticed. 

Social Media Engagement

Instagrammers and other social media influencers have risen to fame over the last few years, along with the surge in digital consumption and social media adoption. Key Opinion Leader (KOL) marketing has particularly become a good strategy for brands to reach audiences on social media as more consumers turn to their trusted KOLs for advice on specific topics. As they are more relatable, KOLs have the power to influence consumers’ purchase decisions and shape brand perception. However, brands need to approach KOL marketing in a strategic fashion if they hope to realise its full potential and reach the ultimate goal of conversion. 


 A blog is a great way to share updated content that may be relevant to your audience. Think of it as a more personal means to communicate and connect with potential customers. Blog posts could serve many purposes: educating the public, addressing pressing issues, instructing how to use a particular product or solution, or generating interest around a particular subject. Actively posting good blog content can boost a company’s visibility and increase the likelihood of your business appearing in industry-related searches.

In today’s era of integrated comms, PR professionals have a wide variety of available communications tools, of which the press release is just one. However, these should be used strategically, with the business objectives in mind, to achieve desired results. 

From blogs, bylined articles and interviews, to social media, virtual events, and other media engagement opportunities, learn how PRecious Communications can work with you to help enhance your PR and integrated comms needs to drive enhanced visibility in the next normal. 

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