We all know it’s getting tough to earn media, but there are hacks to succeed. No, we’re not talking about leveraging relationships. Relationships can be useful in getting heard, but PR agencies are NOT the mafia and we can’t just call in favors for clients. It has to be about the story.

Here’s 4 strategies you can use right now to break through difficult news cycles:

1. Get creative with timing

2. Offer an incentive (this is not quite what you’re thinking…)

3. Build a story (not a press release ⁠— a REAL story the SPECIFIC journalist you’re targeting would actually write)

4. Leverage bylines (for 3rd party experts NOT company execs)

Read the full article on PM360.