What do you do when you have a client that no matter how you try, you can’t get any coverage for?  I’m imagining you already went to the press you consider “sure things,” and that didn’t work either.  There is no magic solution to this - in reality, you probably have to become a little more picky about the clients you choose.  All I can say is, try and try again.  Take a few weeks, and then go back to the same outlets who haven’t responded with a different version of the same pitch.  And, as always, don’t expect just an email to do - make sure you follow up everyone with a phone call.

I hear from a lot of clients, “We want this publication to write about us, what should we say?” And my answer is almost always, ask specifically for what you want, even if it is unrealistic.  Journalists aren’t mind readers, so the only way they know what your priorities are, is if you tell them.  And sometimes, it will give them direction for their story.  You never know until you ask!

Generally speaking, the holidays are not the best time to send out press releases and news from your organization.  For the obvious reason, reporters, editors and producers are on vacation and staffs are thin. 

 However, since other pr professionals are saving their news for after the holidays, local news stations and newspapers do still need news.  If you’ve got something light and breezy (entertainment, events, etc.), you might consider scheduling events on a holiday - and you’ll have no competition from other pr folks!