How to Generate Buzz When You Have No “News”

deborahgeiger on July 7, 2025

Public relations often hinges on newsworthiness—new projects, service offerings, product launches, funding rounds, big hires, or viral campaigns. But what if you don’t have any major news announcements?

In today’s post, I’ll share how to generate attention for yourself and your brand even when there’s no hard news to pitch—and keep you and your brand in the media limelight.

Leverage Thought Leadership

When it comes to thought leadership, you are the story. Thought leadership builds trust, positions you as an authority in your field, and keeps your brand relevant, even when you have no traditional news to share. Here are a few of the simplest, most effective ways to build thought leadership:

Write guest articles or op-eds: Share your perspective on trends, industry challenges, or lessons learned. Publications are always looking for credible expert voices.

Participate in podcast interviews: Hosts are often searching for fresh guests. Share your story, your mission, and actionable advice.

Voice your perspective consistently: Whether it’s LinkedIn, a business blog, or newsletter, reflect on your journey, share behind-the-scenes of your work, and offer helpful insights that truly help your clients and community.

Turn Your Process Into Content

Regardless of your industry or role, your philosophy and approach to your work are unique assets you bring to the table. Turn your insights into compelling content that answers common questions and gives customers value. Here are some examples to start with:

  • “How To Skyrocket Your Success in [Your Industry]”
  • “Key Considerations for Hiring a [Your Role/Industry] in 2025”
  • “Top 3 Mistakes [Your Client Type] Makes When [Problem You Solve]”

Customize these ideas for your industry to make them optimally appealing to your target audiences. These can also serve as lead magnet ideas to convert website visitors into an email list.

Jump on Trending Topics (Thoughtfully)

If there’s a relevant news story, trend, or cultural moment in your industry, offer your take, whether it’s in the form of a blog post or a quote for a journalist. You may also proactively reach out to relevant media to offer your insights. Some ideas:

  • Reach out to relevant journalists covering these types of topics/trends in your industry, offering your perspective for any articles they are working on.
  • Use tools like HARO and Featured to find daily opportunities.
  • Share your insights on this timely topic with your audience, whether LinkedIn, a company blog, or another social platform.

Create Your Own Media

Recently, I worked with a group in the construction industry whose work was fascinating—though to them it seemed ordinary, and they struggled with marketing in general as a result.

After I met with them, they were surprised to learn that they already had more than enough material such as arresting images (views from tops of buildings!) and behind-the-scenes insights to create content that would attract prospective clients and partners, and provide value to the industry.

This may be true for you as well.

Start here: What part of your job or industry is most interesting or surprising?

Bonus tip: Identify areas that would help a customer make a decision about working with you. Some ideas might include:

  • Host a live Q&A or webinar.
  • Launch a behind-the-scenes video series.
  • Interview other industry leaders on your blog or social channels.
  • Start a newsletter with your take on what’s happening in your space.

These are controllable platforms that showcase your expertise, personality, and value.

Showcase Your Clients’ Wins

How have you helped customers? What has your product or service done to make their work and life better? Create content around client wins to showcase your value and what others can expect when they work with you. Try these ideas:

  • Share customer success stories and testimonials on your website to showcase your brand’s credibility and build trust.
  • Interview clients for your newsletter or social media content with a “before and after” appeal.
  • Create content, such as an interview series, interviewing successful clients and showcasing their wins.

This not only generates goodwill but also increases your credibility and shares your clients’ success stories with the world.

Position Yourself as a Resource

One of my favorite clients, an attorney, loves answering questions about their industry; they would do it all day long if they had time! Luckily, you don’t have to do it all day long to be effective. Sharing insights enthusiastically shows a deep amount of knowledge and goodwill. You can:

  • Answer common questions in your industry.
  • Post “how-to” tips on social media.
  • Create downloadable checklists or templates to help with common issues.

Some people have built entire channels using this advice. This tactic alone may build credibility, trust, and a steady stream of interest.

Consistency is Critical

Even when there’s no “news,” you are the news. The value you add, the education and inspiration you provide, and the solutions you can offer are what builds real, lasting “buzz” for a brand.

Have you tried any of these tactics? Let me know in the comments!

Thought Leadership Content Creation for Executives: A Step-by-Step Guide

deborahgeiger on August 9, 2024

Discover proven strategies to create impactful thought leadership content that positions your executive as an industry expert. This comprehensive guide covers everything from ideation to promotion.

Thought leadership is the holy grail for modern executives looking to elevate their personal brand and drive real business impact. But crafting truly engaging, insightful content can feel like a daunting challenge, especially for busy C-suite leaders.

In this guide, we’ll walk you through a proven, step-by-step process for uncovering your executive’s unique thought leadership potential and bringing their ideas to life through compelling, actionable content.

Whether you’re starting from scratch or looking to optimize an existing content strategy, these strategies will help you to position your executive (or yourself) as an influential voice—and the go-to provider—in your industry.

So, are you ready to unlock your executive’s full thought leadership power? Let’s dive in!

Uncovering Your Executive’s Unique Thought Leadership Angle

  • Identifying core expertise and strength areas

Start by sitting down with your executive and conducting a deep-dive interview. Ask probing questions to uncover their core competencies, the industry challenges they’re most passionate about solving, and the unique perspectives they can bring to the table. Don’t be afraid to dig into their professional history, personal experiences, and future aspirations – this will help you paint a holistic picture of their thought leadership potential.

  • Conducting competitor analysis and industry research

Next, conduct thorough competitive and industry research. Analyze what your executive’s peers are talking about, the key issues dominating your industry, and the content gaps that currently exist. This will not only help you identify white space for your executive to own, but also inform the specific topics, angles, and keywords you should be targeting.

  • Pinpointing unmet needs and emerging trends

By the end of this process, you should have a clear understanding of your executive’s distinct thought leadership angle – the unique value proposition they can offer to your target audience. Armed with this insight, you’re ready to start ideating content ideas that will truly resonate.

Ideating Impactful Thought Leadership Content Ideas

Now that you’ve uncovered your executive’s unique thought leadership angle, it’s time to start brainstorming content ideas that will bring that perspective to life.

  • Tapping into your executive’s well of insights

Begin by tapping into your executive’s well of insights and ideas. Encourage them to free-write on industry trends, customer pain points, and strategic business challenges. You can also try mind-mapping exercises to uncover connections between different concepts. The key is to create an environment that allows your executive’s unique voice and expertise to shine.

  • Aligning content topics with your business objectives

What specific goals are you hoping to achieve through your thought leadership efforts – increased brand awareness, thought leadership positioning, lead generation, etc.? Prioritize ideas that directly support these high-level outcomes.

  • Identifying high-impact content distribution channels

Once you’ve created your executive’s thought leadership content, it’s time to get it in front of the right audience. While sharing the content on your company’s owned media channels is a great starting point, you’ll want to explore a wider range of high-impact distribution avenues to truly maximize its reach and impact. Start by identifying the online communities, forums, and media outlets where your target audience is most active.

  • Leveraging influencer partnerships and guest posting opportunities

Identify the key thought leaders, journalists, and industry experts that your target audience trusts and respects. Reach out and propose collaborative opportunities, such as having your executive participate in an influencer’s podcast or webinar; pitching your executive as a guest contributor for an industry publication; or coordinating a co-branded content series or social media campaign.

  • Measuring the impact of your thought leadership efforts

It’s crucial to closely track and measure the performance of your executive’s thought leadership content. This will not only help you demonstrate the ROI of your efforts to key stakeholders, but also inform future optimization and content strategy decisions. Start by defining your key success metrics, which could include:

  • Media mentions, backlinks, and other industry recognition
  • Website traffic and engagement metrics for your thought leadership content
  • Social media shares, comments, and interactions
  • Lead generation
  • Sales pipeline impact

Over time, you’ll be able to identify your highest-performing thought leadership assets and refine your strategy accordingly. This data-driven approach will ensure your executive’s content continues to make a meaningful impact on your business objectives.

Summary

Thought leadership is a powerful tool for elevating your executive’s personal brand and driving real business results. By following the strategies outlined in this guide, you’ll be well on your way to unlocking your executive’s full potential as an influential voice in their industry.

By deploying this multi-pronged promotional strategy, you’ll maximize the visibility and impact of your executive’s thought leadership content – driving real business results in the form of increased brand awareness, thought leadership positioning, and sales pipeline growth.

Now have a proven playbook for transforming your executive into a recognized thought leader. So, what are you waiting for? Start crafting your executive’s thought leadership content today and watch as they rise to the top of their field!