Three Ways to Get Publicity for a Client with “No News”
Every PR pro has faced it: a client looks you in the eye and says, “We need press.” Then you ask what’s new, and you get… crickets. No product launch. No leadership hire. No event on the calendar.
Sound familiar? Don’t panic. Just because a client doesn’t have “hard news” doesn’t mean they can’t make headlines. Some of the best media coverage comes not from announcements, but from smart positioning, creative storytelling, and a little PR ingenuity. And here’s the best part: even if your pitch doesn’t turn into a story this time, you’re still building credibility and setting the stage for future opportunities.
1. Become a Thought Leader
Reporters may not care that your client’s office just repainted the lobby—but they will care what your client thinks about an issue in their industry. Turn executives into go-to sources. Craft commentary on breaking stories, write op-eds, or pitch trend pieces that tie their expertise into what journalists are already covering.
Why it matters: Even if the story doesn’t run, you’ve planted the seed. You’ve shown the reporter that your client is thoughtful, articulate, and available. That makes them more likely to reach out the next time they’re on deadline and need a quote.
2. Create Data or Insights
If your client has access to unique data, lean into it. A survey, poll, or even an analysis of internal numbers can become a headline-worthy story. Reporters love fresh stats—they make for clickable headlines and shareable graphics.
And if your client doesn’t have data? Help them commission a quick poll or aggregate publicly available info into a digestible report. Suddenly, you’ve turned “no news” into an exclusive story.
Why it matters: Even if the pitch doesn’t land today, reporters see your client as someone with access to insights and resources. You’ve positioned them as a credible voice who can quantify trends—exactly the type of expert journalists keep on speed dial.
3. Humanize the Brand
No news? No problem. Find the human angle. Profile an employee with an inspiring backstory, highlight a customer success story, or show how your client impacts the local community. These narratives build emotional connection and often land better than corporate announcements.
Why it matters: Even if the journalist passes, you’ve demonstrated that your client has depth, heart, and a compelling human presence behind the brand. That impression sticks, making it easier for a reporter to say yes the next time you reach out.
The Takeaway
“No news” doesn’t mean “no press.” With a little strategy, you can turn any quiet period into a storytelling opportunity. Position your client as a thought leader, package data into insights, or highlight the people behind the brand.
And here’s the kicker: pitching smart, creative ideas is never wasted effort. Every pitch, every conversation, and every attempt to connect with a reporter reinforces your client as a player in their space. Even when the story doesn’t run, you’re building the foundation for the one that will.
Because in PR, there’s always a story—you just have to know where to look.
