We in PR aren’t like journalists.
We don’t always have the luxury of shooting down story ideas people bring to us — we ought to apply our creativity and media savvy, and find a way to make them work.
There are several formulas for turning boring or mundane topics into newsworthy angles that journalists and bloggers crave. Exemplifying a trend, tying to pop culture or tapping into breaking news are among them.
Another great one is to link to what’s currently on the media agenda. What do the media seem to have a love affair with right now? What can’t they get enough of?