Public Relations professionals are tasked with the daily opportunity to find new and exciting reasons that a client is news-worthy. New product launches, business developments, and other company updates are great pitch angles to provide media that typically result in a wonderful amount of coverage opportunities. But what happens when there isn’t anything particularly “newsworthy” to announce? We get creative with pitches and story ideas, generating press for clients with a more unique tactic. Here are a few tips that can help keep your innovative pitch angles from feeling stale.
1. Flip it and reverse it: If you haven’t received the response you’d like from your pitch, flip the story angle entirely. For example, to promote your health food client, the pitch may be “5 tips for weight loss.” To flip the pitch, you may consider a topic like, “5 surprising things that are making you gain weight.”
2. Find a new contact: When you’ve exhausted your contact at a publication, look at other beats for different contacts that might be interested in your client. Looking at other departments will encourage you to be more creative with your pitch angles.
3. Include newsworthy topics in your pitch: It is always a great idea to tie in current events with your story ideas. For example, a shortage of cucumbers sourced from California may have an effect on your green juice client’s production. This provides an opportunity for your client to comment on the news and how it will affect their business moving forward.
4. Get a second opinion: A fresh pair of eyes will always help change up a story idea. Exposing the pitch to another creative mind will bring in fresh ideas and insights from their successful past experiences.