There comes a time in every organization when there just isn’t anything newsworthy to report (or at least not yet). No product to launch, no event to promote or no new service to offer. In times like these, organizations rely on their communications and marketing team for ideas on how to keep them relevant and in the conversation.
The key is to know what’s trending, catch people’s attention and figure out how to ride that wave, This is where agencies can help your company or organization shine. As experts in reading, analyzing, and making the news, we’re here to help. Here are a few tips on what we do to stay creative.
Look to the news
The one thing you can count on is that the world is always changing. As we have seen and experienced recently, unprecedented events are always happening. Pandemics, historic rates of inflation and climate crisis… I could go on. But the point is, as a nonprofit and/or socially responsible company, you are here to help make the world a better place. There’s no shortage of need, so look around, make Google alerts for issues that align with your mission, and see if you can comment on what’s going on. Is there some timely news event or trend that you can hook onto? Where do you fit into the solution? Once you find a news story with a clear tie to your work, your communications team can jump on it with expert source pitching, op-eds, letters to the editor, and more.
Keep your eye on the trailblazers
As Nelson Mandela once said, “it always seems impossible, until it’s done.” Sometimes, you need more tangible inspiration, and oftentimes that comes by looking to the greats. Whether it’s Nike consistently pushing the ad envelope or reading Ben & Jerry’s social activism statements, it’s good to keep a pulse on the people and organizations you admire. Follow them on social media – Twitter, Instagram, TikTok, and LinkedIn. Study them and see what strategies could work for you and your organization, and how you could implement them.
Look within
It’s way too easy these days to be swept up in the “new” and “trending” going on in the world that we forget to notice the small, but significant changes internally that could be newsworthy. The reality is that each day your organization is working to build a better future, so there’s likely some kernel of a good story, just waiting to be discovered. Check in with your staff regularly and look for ideas that could resonate with a larger audience. For example: Did you welcome a new class of interns whose perspectives could be insightful? Or did your organization hire a new senior manager? Those individuals could be introduced on social media or pitched out to local and industry news in personnel roundups. What about those monthly reports? If you sliced them by quarter or year-over-year, would there be a story there? Those stats could be good fodder for award submissions, or the foundation for a story pitch on your growth.
The people are at the heart and soul of every company or organization. Are there people who have benefited from your company’s or organization’s services or products and would be willing to share testimonials with the media? Is there an employee who did something innovative that deserves to be highlighted? See who is making waves in the company, learn their story and prep them with company messaging. They could be great speakers, human interest stories or people to submit for awards. Keep your eye out and stay curious about your organization and the people around you. Your next headline might be just under your nose!
All great results begin with a simple idea. With a healthy amount of curiosity and a little bit of research, you will be well on your way to your next big campaign.
