Slow Day? Create News

Sometimes there seems to be no client news worthy of coverage. That's when the savvy PR pro digs deep into the old bag of tricks and pulls out one of these ideas to perk things up:

* The List

* The Index

* The Hall of Fame.

Best of, worst of, most of, least of, top and bottom lists can be great ways to get coverage. Designer Mr. Blackwell made a career out of his Worst Dressed List. Country Music Television has turned this into an art form by not just developing the list but making a TV show out of it. Consider its 40 Best Drinking Songs.

You can use these lists to engage your own customers or readers. Do a survey and have them vote. I always like using odd numbers like 11 or seven instead of 10 for my lists. It seems to me they get better coverage. If you are going to develop one of these lists, don't be boring. Come up with something that has some controversy attached to it to ensure greater coverage.

The Consumer Confidence Index is one of the most well known of the indices. The CCI is an index that requires some heavy lifting to prepare, but you can develop one that is purely for publicity purposes. The National Association of Realtors developed the housing affordability index, an easy-to-compile index that shows how much income you need in order to afford a home of a certain purchase price.

My initial thought when I worked with Carolinas AGC to develop the Carolinas Construction Barometer was to come up with a publicity tool. However, when we enlisted UNCC to help us develop the methodology it quickly became a real tool that required a lot of work. So, be careful with this one or it can get away from you.

Finally, there is the Hall of Fame. You don't need bricks and mortar to have one. It can be virtual like Bill Stoller's PR Hall of Fame that exists online and in press releases but nowhere else.

So, the next time there is no news, do some media relations magic: create some out of thin air.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

In The News:

Five Important PR Lessons Agency Pros Have Learned From Their Mentors  ForbesGood advice can save people a lot of heartache and unnecessary work. Here are some things to consider.
Expert says PR needs an ethical upgrade | 1 NEWS NOW  TVNZThe news media are often to blame for the spread of misinformation, but the PR industry slips under the radar.
The school curriculum is failing PR and we need to fix it  PRWeekWhile I was studying at university, my course had around 30 students. That's all. This number decreased by the time graduation rolled around, too. It doesn't take ...
Exclusive: PR agency bosses pledge to support global climate strike  PRWeekThe bosses of leading UK PR agencies have signed an open letter pledging to support staff who wish to join climate strikes tomorrow, PRWeek can reveal.
Hong Kong tries and fails to hire PR firms to rebuild image  BBC NewsHong Kong's government contacted eight public relations firms to try and rebuild the embattled city's image, but all of them declined the contract. The city has ...
What next in the Brexit PR war?  BBC NewsDeal or no deal? What about the backstop? Talks seem stuck and it's unclear where we go from here.
PR Council's Ninth Annual Diversity Distinction Awards Honors Communications Organizations, Professionals and Programs Aimed at Improving Diversity and Inclusion  Business WireThe PR Council (PRC) announced the winners of the ninth annual Diversity Distinction in PR Awards tonight at its annual Member dinner. The awards, spo.
How to get your ads working, and whether PR is worth it  TechCrunchJulian Shapiro Contributor Share on Twitter Julian Shapiro is the founder of BellCurve.com, a growth marketing agency that trains you to become a marketing ...
How PR and the world has changed in the PRCA's first 50 years  PRWeekTo celebrate the 50th anniversary of the founding of the world's biggest PR professional body, with more than 30,000 members, we explore the past, present and ...
HSBC Plans PR Blitz to Win Over Beijing  BloombergHSBC Holdings Plc has launched a public-relations offensive aimed at leaders in Beijing, reflecting worries that its position as the biggest foreign bank in China ...
Greater meaning: The 2019 Diversity Distinction in PR Awards  PRWeekAgencies and brands are not only boosting their diversity efforts, but also broadening them to be more inclusive and innovative. The proof is in the entries to the ...
PR Genius Tony Wyllie Takes His Talents Away From Dan Snyder  DeadspinSports radio station WJFK in D.C. reported today that Tony Wyllie has quit as Dan Snyder's communications director to take a job with the Special Olympics.
Performance, advice and inspiration at PR Council's Critical Issues Forum  PRWeekNEW YORK: Eschewing traditional panel discussions, the PR Council's 2019 Critical Issues of the Modern Workplace Forum featured a mix of poetry, song and ...
Greggs, Virgin and McDonald's: complete winners list of The Drum's inaugural PR Awards  The DrumIt was a big night for brands like Greggs, Virgin and McDonald's at The Drum's inaugural PR Awards, which took place at The Marriot Grosvenor Square Hotel, ...
Advice For Communications Professionals: Consider Tech PR  ForbesThere's a need for those who can make technology that's interesting sound interesting.
How to apply for Australia Permanent Residency (PR) Visa in 2019  India TodayAustralia is one of the best countries to apply for Permanent Residency (PR) Visa as it allows one to work and settle in the country for a period of 5 years.
The PR Process That Drives Hundreds of Links Time After Time  Search Engine JournalLinks remain one of the strongest currencies in SEO, despite many years of people claiming otherwise. But getting ones that carry value is becoming ...
Apple's PR Chief Steve Dowling Departing, Phil Schiller to Take Over on Interim Basis  MacRumorsApple's vice president of communications, Steve Dowling, is leaving the company after 16 years, reports Recode. Dowling in 2014 took over...
How can I apply for Canada PR?  India TodayCanada PR: Here's how you can apply for PR in Canada from India.
PR: CropBytes Farming Game Built on Tron Set to Revolutionize Farming Digitally  TWJ CryptoWant to become a farming tycoon and cash out the crypto earned just by playing an exciting game based on blockchain technology? CropBytes have heard you.
The Feather in Felicity Huffman Crisis P.R. Campaign Cap  Vanity FairCommunity *service* began almost immediately for the first parent in the college admissions scandal sentenced.
Why website accessibility is crucial for a client's digital reputation - PR Daily  PR DailyStemming from the Americans with Disabilities Act, this inclusive approach to digital design and user experience is a key element for today's online audiences.
Gaming company Bethesda chooses new PR agency  PRWeekGaming company Bethesda chooses new PR agency. From PR Week.
Northeastern communications team wins three awards from PR News, besting PepsiCo, National Geographic, and Johnson & Johnson  [email protected]Northeastern University's communications team on Tuesday won three national awards at PR News's Platinum PR Awards in New York, topping a group of ...
BBH hires The Academy's Chris Bamford as first PR creative director  PRWeekBartle Bogle Hegarty London has hired Chris Bamford as its first creative director in PR. Bamford started this month and is part of the creative department, ...
PROTON's Vijayaratnam Tharumartnam on why bosses can't expect PR to just 'buy' a story  Marketing InteractiveThe PROTON brand has grown to become synonymous with Malaysia ever since its founding in 1983. Undoubtedly the pride and joy of many Malaysians, ...
The PR Week: 9.20.2019: Howard Schacter, Acreage Holdings  PRWeekAcreage Holdings' Howard Schacter joins The PR Week podcast.
TM's Izlyn Ramli on PR: 'It can be a thankless job, so we must be driven by a higher purpose'  Marketing InteractiveIn an era of rapid expansion in digital media and technologies, PR goes beyond just sending out press releases or planning events. Increasingly, PR ...
Gallup says the PR industry has a bad reputation. Here's what can be done about it  PRWeekPR didn't finish dead last in a Gallup poll released this week about industries with the best and worst reputations, but it came perilously close, with the ...
Singh won’t be used as Trudeau PR ‘tool’ to help him deal with blackface  CityNews MontrealThe Liberal Party pledged Saturday to keep private the details of any conversation between NDP Leader Jagmeet Singh and Justin Trudeau about the blackface ...
Redskins' PR boss Tony Wyllie exits after nine years, lots of controversies  Awful AnnouncingFrom "definitely a fake account" to interrupting on-field interviews to Arab Spring analogies, Tony Wyllie had quite the run handling PR for the Redskins.
Eight PR firms decline to work with Hong Kong government  SupChinaHas the Hong Kong government damaged its image beyond repair? Public relations firms — professional image-repairers — seem to think so. Eight PR firms ...
Jagmeet Singh Doesn't Want To Be A PR 'Tool' In Trudeau's Blackface Scandal  HuffPost CanadaOTTAWA — The Liberal Party pledged Saturday to keep private the details of any conversation between NDP Leader Jagmeet Singh and Justin Trudeau about ...
Were global PR firms justified in rejecting work with the Hong Kong government?  Mumbrella AsiaEight global public relations firms approached by the Hong Kong government turned down the chance to work on a campaign to burnish the city's credentials.
10 Tools for Clear Communication Between PR and Content Teams  G2See some of the useful software options to help your PR and *Content* teams learn how to communicate clearly.
Facebook outed a Ukrainian PR agency which spent $1.6 million on ads for fake accounts and pages  INSIDERFacebook announced Monday that it has taken down hundreds of fake accounts, groups, and pages originating from Ukraine and Iraq.
Destiny Church PR man Jevan Goulter's company in financial trouble over unpaid $4500 debt  Stuff.co.nzHe's rarely pictured without a glass of bubbles. But an unpaid bill has sunk the PR man's company.
HSE’s €1m spend on national children’s hospital PR ‘unacceptable’  The Irish TimesHSE spent over €11m on consultancy fees for national children's hospital group.
The How-To: Owning Your PR Even On A Tight Budget  EntrepreneurA record number of 366 startup deals took place in 2018 across MENA, amounting to a total investment of US$893 million. According to Magnitt's The Start-up ...
Influencer fraud's $1.3B price tag—and how marketers can respond - PR Daily  PR DailyBy Ted Kitterman · @tedkitkat. Sept. 16, 2019. SHARE. AddThis Sharing Buttons. Share to LinkedIn LinkedInShare to Twitter TwitterShare to Facebook ...
Media Mantra bags the PR mandate of MyOperator  afaqsCall management system provider MyOperator announces the appointment of Media Mantra as its PR and communication partner. The appointment will further ...
Fossil Fuel Ad Campaigns Emphasize 'Positives' After Climate Science Denial PR Lands Industry in Hot Seat  DeSmogThis story is part of Covering Climate Now, a global collaboration of more than 250 news outlets to strengthen coverage of the climate story. Public relations ...
BBH hires Chris Bamford as first creative director in PR  CampaignLiveBartle Bogle Hegarty London has hired Chris Bamford as its first creative director in PR. Bamford started this month and is part of the creative department, ...
€1m PR spending on new children's hospital is branded 'unacceptable'  Independent.ieThe spending of more than €1m on public relations for the controversial new national children's hospital has been branded "unacceptable".
More than €1m spent on PR for controversial Children's Hospital  Independent.ieMORE than €1m has been spent on public relations for the controversial new National Children's Hospital, the Dáil's spending watchdog have been told.
Apple PR Boss Exits  ChannelNewsApple's news driver, Steve Dowling, is in the news himself, following his announcement that he will leave the iPhone maker after 16 years as head of public ...
Traditional PR Doesn't Work Anymore. Here's What Does.  The Business of FashionNEW YORK, United States — PR just isn't what it used to be. Consider the experience of Tibi designer Amy Smilovic, who started her New York-based label in ...
Are Silicon Valley marketing and comms pros over it?  PRWeekDeparting Apple comms head Steve Dowling's memo to staffers about his exit this week recounted the "countless keynotes, product launches and the occasional ...
Align PR Adds Five Key Staffers, Including Senior Publicist Brit Reece  Hollywood ReporterNicole Perez-Krueger launched the company over the summer and continues to expand operations across both coasts.
Covering Climate Now: How to harness PR and communications in pursuit of net zero  www.businessgreen.comA host of top PR professionals provide tips and insight on how green businesses can positively influence the defining story of our time.
PR crises that have defined 2019 - PR Daily  PR DailyThere are four months left in 2019, but it already feels like we've witnessed a year's worth of scandal and crisis. Last year, it was Facebook's data misuse and ...
Will Prince Harry's PR pal lead his mission to Namibia?  Daily MailSources tell me Harry hoped to squeeze in a secret visit to Namibia ahead of the couple's ten-day tour of Africa - but his strict itinerary meant it was not possible, ...
Why and how PR pros should embrace artificial intelligence - PR Daily  PR DailyArtificial intelligence (AI) is finding its way into customer *service*, online search and even the crafting of articles. All this gives rise to a new phenomenon for ...
Ogilvy India's PR capabilities shine at Asia-Pacific SABRE Awards  Indiantelevision.comOgilvy tops all agencies with 16 SABRE Awards, alongside impressive performances from competition at the Asia-Pacific SABRE Awards in Singapore on Friday ...
Domino's Pizza announces retained consumer PR agency  PRWeekDomino's Pizza announces retained consumer PR agency. From PR Week.
Tom O'Connor prepares for retirement after illustrious career in journalism, PR  The GatewaySamantha Weideman DIGITAL EDITOR. Tom O'Connor, senior associate director, UNMC Public Relations. Headshots taken in the Michael F. Sorrell Center for ...
Former Edelman Digital US head Jessica Clifton launches Low Earth Orbit  PRWeekLOS ANGELES: Edelman alum Jessica Clifton has founded marketing consultancy Low Earth Orbit. Clifton, who is serving as CEO of the firm, has hired another ...
The Mystery PR Man — or Three — Behind Taliban Propaganda  OZYIs he real or fake? One man or many? Nobody knows for sure about Zabihullah Mujahid.
Most popular undergraduate PR courses revealed  PRWeekMedia studies and journalism are the most popular courses for young people looking to learn about PR, according to annual data published by UCAS, the ...
LinkedIn promotes communications lead Melissa Selcher to CMO  PRWeekSUNNYVALE, CA: LinkedIn is promoting communications leader Melissa Selcher to CMO, replacing Shannon Brayton, who is planning to retire. The promotion ...
PR minister visits modern control system  Business RecorderLAHORE: Federal Minister Pakistan Railways Sheikh Rashid Ahmad visited railway control office set up on modern lines at the Pakistan Railway headquarters ...
Infographic: 12 crucial video marketing statistics - PR Daily  PR DailyJust how important is video for your messaging? That's the question every communicator must answer as they ponder investing in video production equipment ...
CharityComms publishes wellbeing guide for PR staff  Third SectorWritten by the digital communications specialist Kirsty Marrins, it offers tips for maintaining good mental health in an 'always-on' culture.
How Tim Bell was overtaken by modern PR  Financial TimesThe mouth of hell gapes in warning, yet Doctor Faustus cannot repent and avert damnation, in the play by Christopher Marlowe. My Faustian moment came after ...
Pype Selects Ripley PR as Public Relations Agency of Record  PRNewswireWASHINGTON, Sept. 9, 2019 /PRNewswire/ -- Pype, a leading construction software platform that uses machine-learning to provide unprecedented data ...
Avenir names Rick Murray managing partner of Shift  PRWeekBOSTON: Avenir Global has appointed Rick Murray as managing partner of Boston-based Shift Communications. Murray, who is continuing to report to Avenir ...
Purdue Pharma Hired PR Firm That Rebranded BP After Deepwater Horizon Spill  The InterceptPurdue Pharma, the pharmaceutical firm that manufactures OxyContin and allegedly helped fuel widespread addiction to painkillers, has turned to some of the ...
PR veterans still struggling two years after Hurricane Maria  RochesterFirst(CBS) – When Hurricane Maria battered Puerto Rico two years ago this week, Pedro Díaz Márcanos' home in Guayama, a small city in the island's southeastern ...
PR Icon Kelly Cutrone bans Jezebel writer for life  Page SixPR icon Kelly Cutrone has banned a Jezebel writer from her fashion shows after the blogger claimed that Cutrone kicked her out of a seat at a Fashion Week ...
PR blessing in hiding in Kashmir  Telegraph IndiaAn “awareness” blitz in the Valley to assure residents that they would not be compelled to part with their land.
How Katie Sturino Went from Working in PR to Becoming an Influencer-Entrepreneur  FashionistaIn our long-running series, "How I'm Making It," we talk to people making a living in the fashion industry about how they broke in and found success.
How Implementing a PR Program in Your Business Will Change it Forever  Grit DailyFor many small business owners, the most important thing to keep business running is leads in the door. Due to cash flow, small businesses need to be ...
Meghan Markle told new PR company she wanted to 'break the internet' in secret talks  ExpressThe Duchess of Sussex is said to have made the bold statement during a meeting with Hollywood PR company Sunshine Sachs, who worked on the release of ...
Raheem Sterling ditches his PR agency after its England captaincy news leak  The TelegraphRaheem Sterling has split from the public relations agency that leaked news about him getting the England captaincy.
Why the heart of a PR agency should be driven by content: Asif Upadhye, SPRD  Exchange4MediaUpadhye, Director of SPRD, explains how the story of a brand can be best conveyed when words frame the right narrative.
There seems to be a PR campaign against France's Steam reselling ruling (update)  Windows CentralOn September 17, a French court said that Valve needed to let its consumers resell their digital games in the country. This concept was initially proposed by ...
Tim Bell, PR and advertising executive, 1941-2019  Financial TimesTim Bell, who has died aged 77, was a swashbuckling spin-doctor who became a confidante of Margaret Thatcher and helped to create Britain's public relations ...
Royal Caribbean: Want to help the Bahamas? Book a ticket  PRWeekMIAMI: The best way to help Bahamians affected by Hurricane Dorian is to book a trip to the islands, according to Royal Caribbean VP and chief ...
E.ON tackles air-quality crisis with 16ft lungs  PRWeekOn a mission to highlight the perils of air pollution in the Big Smoke, E.ON has erected a 16ft activation on London's South Bank. Created by Engine PR agency ...
Burger King has major meltdown (of its plastic toys)  PRWeekThe fast food behemoth is ditching all plastic toys from junior meals from today and commemorating the move by melting a giant toy – an oversized jeep-driving ...
Andhra Pradesh govt cancels 3,543 PR road works worth RS 1,031 crore  The New Indian ExpressThe YSRC government had decided to cancel those engineering works sanctioned before April 1, 2019, but not grounded.
Omnicom Public Relations Group nabs Publicis' Erin Lanuti  PRWeekNEW YORK: Omnicom Public Relations Group has hired former Publicis executive Erin Lanuti as chief innovation officer. Lanuti started in the newly created ...
Can This Hollywood PR Firm Change the Public's View of Meghan Markle?  Showbiz Cheat SheetWas hiring a PR firm to fix Meghan Markle's reputation the best thing to do?
A day in the life of running a PR agency: 1980s versus now  PRWeekNexus grandfather and grandson leadership duo reveal the differences between a typical PR day in the 1980s (for Choat senior, chairman), and today (for Choat ...
Prince Harry, Duchess Meghan hire Hollywood PR firm for travel organization  Fox BusinessMeghan Markle and Prince Harry are breaking away with their own travel initiative, and that includes a new PR team.
CIPR names new 2020 president elect  PRWeekCIPR names new 2020 president elect. From PR Week.
Watch: Global Climate Strike launches with multi-platform campaign  PRWeekWatch: Global Climate Strike launches with multi-platform campaign. From PR Week.
Will Snyder's PR Leads San Marcos Boys to 5th Place at Raider Invite  NoozhawkSenior Will Snyder ran a personal best of 15:52 for three miles and finished in sixth place at the Raider Invitational cross country meet at College Park in Oxnard.
Protest PR: the creative team supporting Hong Kong's anti-government demonstrations  South China Morning PostHong Kong protesters are not only taking their message to the streets. Thousands are volunteering to create graphics, posters, videos and other *content* meant ...
HSBC plans Chinese PR blitz to get back in Beijing's good books  Gulf TimesPedestrians wait to cross a road in front of an HSBC Holdings bank branch in Hong Kong. The bank has launched a public-relations offensive aimed at leaders ...
Invest PR Maximizes Efforts, Hiring Staff in California and New York  The Weekly JournalRodrick Miller, Invest Puerto Rico CEO announced the expansion of the organization in the U.S. states of California and New York as a strategy to maximize ...
'Dangerous and disingenuous' - PR pros hit back at Priti Patel over police salary tweet  PRWeekPR professionals have criticised Home Secretary Priti Patel for saying the police should not "waste" £28,000 on a social media officer. News ...
Drive Shack hires Red Havas as it transforms business  PRWeekNEW YORK: Golf brand Drive Shack has hired Red Havas for consumer PR supporting the opening of three locations. The agency will provide media and ...
Meghan Markle Is Trying to Fix Her Image by Hiring a Hollywood PR Firm  Showbiz Cheat SheetMeghan Markle may be in the process of fixing her tarnished image, as she reportedly hired a PR firm to do damage control.
Tim Bell, 77, Dies; Brazen P.R. Man for Thatcher and Other Leaders  The New York TimesTim Bell, an irrepressible pioneer in the field of political public relations who helped Margaret Thatcher and Britain's Conservative Party win three elections, then ...
Are Aldi's lower profits really such a bad thing, PR-wise, in these uncertain times?  The GrocerAldi isn't bothered by short-term shareholder concerns. It's investing in the future.
PR Awards 2019: Deadline extended | PR  Campaign IndiaThe inaugural edition of Campaign India's PR Awards will be held in Mumbai in October 2019. Globally the awards have been running for close to two decades ...
PR Professionals wins PR mandate for UN Convention to Combat Desertification COP 14  Exchange4MediaPR Professionals, one of the fastest-growing PR firms in the country, has won the most sought after communication mandate for the fourteenth session of the ...
Liven Announces Strategic Partnership with Bitcoin.com  Bitcoin NewsLiven, the lifestyle rewards app that lets users spend and earn cryptocurrency rewards in over 1000 restaurants across Australia, is introducing Bitcoin Cash into ...
PR School Board sets tax levy at maximum  Park Rapids EnterpriseThe preliminary levy can only be adjusted downward, before the final levy is set at a Truth in Taxation meeting in December. Written By: Robin D. Fish | Sep 21st ...

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

Managers: PR More Than Tix and Plugs?

You bet! And in three ways vital to you as... Read More

Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a... Read More

Radio Interviews - How To Get Them!

Getting on the radio can be a great tactical move... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

Do You Have an Exclusive Market Segment?

You do if you're a business, non-profit or association manager... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

A Simple Formula for Success

Leaders in the business world need public relations big time,... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

Press Releases for Every Occasion

To many marketers, the press release is something of a... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

The Increasing Power Of Publicity - And How It Can Benefit Your Business

The call came into my office and the voice on... Read More

Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media

Reporters, by nature, are curious people.If you can get them... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

Detailing The Famous Kentucky Derby Train

The annual detailing of the Kentucky Derby Train is an... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager,... Read More

Public Relations 8 Fix Factors

I say to business, non-profit and association managers, a key... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More