Nothing to say in the media? The trick is to think creatively

By our News Team | 2023

‘Hot news’ content opportunities are rare. Perhaps you have data that can be packaged as ‘trends’, or employees who are ‘industry experts’?

Positive media coverage is an important element of any marketing and PR strategy. But, at times, it may seem there is little to talk about that would warrant media attention.

Writing in Entrepreneur magazine, Tim Johnson, President of Upraise Marketing and Public Relations, a boutique marketing firm based in the US, suggests several creative strategies to increase the quality and quantity of an organisation’s media coverage. Among them:

Media Relations

Photo by Ann64 via Wikimedia Commons

Topical surveys

These can range from statistically significant polls of several thousand respondents to highly in-depth interviews of as few as 10 subject-matter experts. To generate media coverage that supports the organisation, the subject matter should somehow relate to the business. 

The key is to identify news or trends that create ‘aha’ moments. Of course, this can be difficult to predict far in advance, but one helpful approach is to envision the media headlines the marketing team wants, and structure the survey questions around those.

Aggregated data

Many companies collect data on their customers they can aggregate, sort and analyse to reveal interesting consumer or industry trends that journalists and editors would fine useful.

Clearly, this must not reveal any personally identifiable information. Marketing teams must also ensure they comply with privacy legislation and client privacy expectations, 


Infographics enable a marketing team to offer their organisation’s knowledge, survey findings and points of view in a visually attractive and simple way. Some media may use infographics alone, others will include an infographic along with an article on the subject.

Be an expert or influencer

Media organisations will often look for outside sources to corroborate a story idea. The kind of individuals or organisations the journalists will seek out include industry analysts, independent research companies, law or accounting firms with recognised expertise on a given topic, or investors in a particular market segment. If your organisation fits any of these categories, make yourself readily available.

Creative re-packaging

By re-packaging available information as a ‘quarterly update’, for example, an organisation can conduct quarter-by-quarter trend analysis to provide an added layer of insight beyond just the information itself.

You can read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.