This post was first published by Hanah Johnson on March Communications’ page PR Nonsense.
A common challenge in PR – no matter what sector – is maintaining client visibility during inevitable news lulls, where there may not be a steady stream of announcements to work with. This is what makes proactive media relations such a key driver behind successful PR programs.
What is Thought Leadership?
According to March’s Beth Brenner, PR agencies can maintain momentum without an immediate news pipeline by “keeping a focus on industry issues, rapidly responding to a hot news story or adding a bit of controversy.” This idea of “newsjacking” is just one way PR pros can carry out proactive media relations. If properly executed, consistent and relevant news hijacking lends itself to building thought leadership for the company and its particular subject matter experts. This involves establishing clients as go-to experts on a particular topic, ideally resulting in more inbound requests from key influencers seeking the executives’ opinions on important industry issues.