How to Generate Buzz When You Have No “News”
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!