We recently spoke with a client prospect who expressed frustration that press releases they paid to distribute through a wire service did not get picked up by the media. The company did not issue releases on a regular basis and expected each ad hoc announcement to produce traction for them.

Is this an unusual situation? Not in our experience.

PR takes work and is never effectively practiced with a few one-off press releases. Outreach to key audiences and the media should be implemented regularly to increase the likelihood for success. Positive media exposure – of products, services and spokespeople – can help position a company as a thought leader in their space, show momentum within a company, and support credibility within their industry. But when a company doesn’t have the time for continuous media outreach and content development, are there ways to improve the chances that their news will get covered?

It’s a possibility and here are some tips:

If you have data or research, you’re ahead of the game. Data is valuable. It can support a media outreach campaign and initiate a dialogue with journalists that cover your industry.

Strong point of view sells. Make yourself available to media to speak about real issues in your industry. The ability to convey your views supports your credibility as an industry source.

Target the right contacts. Do the research to find out the appropriate media contacts for your announcement and send them a customized pitch on why your announcement is relevant.

How you write content, including press releases, matters. At the risk of sounding like your old piano teacher, practice makes perfect when it comes to the content you create for outreach. The same goes for an approach to SEO – and be sure your content moves easily across platforms, including social media.

Use it or lose it. Push the press release out via social media platforms and share on relevant groups. Make sure to link it back to your website. This process you can easily do yourself can sometimes generate more attention than posting to a newswire.

Don’t stop after the press release. Once an announcement is made, keep in contact with journalists to update them on your company. Continue a dialogue so they can keep you on their radar for relevant stories where your company can be included.

Catching the media’s attention can be tough – like all of us these days journalists are trying to do more with fewer resources. But with a little more effort, you can increase your chances for success!