No news doesn’t have to mean no coverage. Highwire PR shares seven tips for driving press coverage on and off the news cycle.

1. No news,
now what?7 tips for driving press
coverage on and off
the news cycle
Emily Call Borders and Carol Carrubba, Highwire PR

2. Just because
YOU DON’T HAVE NEWS...

3. doesn’t mean you’re
OUT OF THE NEWS CYCLE
until the next time you do.

4. Just follow
THESE 7 TIPS...

5. to always be
ON THE NEWS CYCLE.

6. TIP #1 PRESS

7. Create your own
NEWS TEAM
TIP #1 PRESS

8. Develop
CADENCE
OF NEWS
IN BETWEEN
MAJOR EVENTS
like funding, product
releases and new hires.
TIP #1 PRESS

9. TIP #2

10. Write the article you
WANT TO SEE
TIP #2

11. TIP #2
Place it as a
CONTRIBUTED
ARTICLE
See an example.

12. See an example.
TIP #2
AMPLIFY AND
DISTRIBUTE
through social
channels

13. TIP #3 FINANCECFOSOURCE
CEO
SOFTWARE
FUNDING
MONEYSUCCESS
FEARLESS
SALES
MAKE
PREDICT LAW SUIT
ANALYSIS
CRITICAL
CRITICAL
GROWTH BUSIN
DEPARTMENT
TRENDS
VENTURE CAPITAL
LIQUID ASSETS
PRESENTATION
PRESENTATIO
ACCOUNTING
BANKING
BANKING
STOCK MARKET
TAXATION LAW
FUTURE
PLAN
MONETIZATION
MOTIVATION
MARKETING

14. Identify the
TOP 3 TRENDS
that matter to your business
TIP #3 FINANCECFOSOURCE
CEO
SOFTWARE
FUNDING
MONEYSUCCESS
FEARLESS
SALES
MAKE
PREDICT LAW SUIT
ANALYSIS
CRITICAL
CRITICAL
GROWTH BUSIN
DEPARTMENT
TRENDS
VENTURE CAPITAL
LIQUID ASSETS
PRESENTATION
PRESENTATIO
ACCOUNTING
BANKING
BANKING
STOCK MARKET
TAXATION LAW
FUTURE
PLAN
MONETIZATION
MOTIVATION
MARKETING

15. Develop your
UNIQUE POINT
OF VIEW
TIP #3 FINANCECFOSOURCE
CEO
SOFTWARE
FUNDING
MONEYSUCCESS
FEARLESS
SALES
MAKE
PREDICT LAW SUIT
ANALYSIS
CRITICAL
CRITICAL
GROWTH BUSIN
DEPARTMENT
TRENDS
VENTURE CAPITAL
LIQUID ASSETS
PRESENTATION
PRESENTATIO
ACCOUNTING
BANKING
BANKING
STOCK MARKET
TAXATION LAW
FUTURE
PLAN
MONETIZATION
MOTIVATION
MARKETING

16. Deliver it through industry
COMMENTARY,
ARTICLES AND
SOCIAL CONTENT
TIP #3 FINANCECFOSOURCE
CEO
SOFTWARE
FUNDING
MONEYSUCCESS
FEARLESS
SALES
MAKE
PREDICT LAW SUIT
ANALYSIS
CRITICAL
CRITICAL
GROWTH BUSIN
DEPARTMENT
TRENDS
VENTURE CAPITAL
LIQUID ASSETS
PRESENTATION
PRESENTATIO
ACCOUNTING
BANKING
BANKING
STOCK MARKET
TAXATION LAW
FUTURE
PLAN
MONETIZATION
MOTIVATION
MARKETING
See an example.

17. TIP #4

18. Tie company news to
TIMELY EVENTS,
EXTERNAL NEWS
HOOKS
TIP #4
See an example.

19. Create a calendar and add
EXPECTED NEWS
CYCLES
TIP #4

20. TIP #5

21. BUILD RELATIONSHIPS
with reporters over time
TIP #5

22. ONE-ON-ONES
TIP #5

23. INFORMATIVE MEDIA EVENTS
TIP #5

24. TIP #6

25. Make the news you have
WORK HARDER
TIP #6

26. See an example.
Pair with
TREND OR
CREATIVE
ELEMENTS
TIP #6

27. CREATE STRATEGIC
EXCLUSIVES
for your top reporters
TIP #6

28. See an example.
Provide
EXCLUSIVE EXECUTIVE
ACCESS
TIP #6

29. TIP #7

30. Create
QUARTERLY
CAMPAIGNS
TIP #7

31. See an example.
Sponsor
RECURRING
DATA RELEASES
TIP #7

32. Customize data for
TOP TIER OUTLETS
TIP #7

33. Tie to broader
MARKET TRENDS
TIP #7

34. No news doesn’t have to mean
NO COVERAGE

35. Create your
OWN NEWS

36. To be in the driver’s seat
FOR YOUR STORY

37. We’d love to help you
make some news.
hi@highwirepr.com
@highwirepr
www.highwirepr.com
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