If we\u2019re being honest, these brands don\u2019t always spark immediate creativity, making it harder to come up with newsworthy ideas that journalists will actually want to cover.<\/p>\n\n\n\n
However, after more than a decade in PR, I\u2019ve learned that these challenges can lead to some of the most rewarding and successful work you may ever create, turning \u2018dull\u2019 clients into favourites.<\/p>\n\n\n\n
How? Below I\u2019ve compiled five tactics I use when faced with a more challenging client.<\/p>\n\n\n\n
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#1. Work outwards from the core product<\/h2>\n\n\n\n
I\u2019ve found that some PRs can get a little bit too transfixed on the direct product or offering itself<\/strong>, rather than thinking about all the interesting things that surround it.<\/p>\n\n\n\n
While \u2018office furniture\u2019 itself might feel quite boring and lead you to a lot of dead ends when thinking up ideas, the concepts related to office furniture really aren\u2019t that dull. There\u2019s job interviews, office politics \u2014 even office romance \u2014 all that can be drawn back to your humble office furniture offering, immediately opening up more opportunities for rich creative ideas.<\/p>\n\n\n\n
Finding related topics to your core offering can be achieved in many different ways, but a classic tactic is \u2018mind-mapping<\/strong>\u2019 \u2014 this is where you sit with a piece of paper and work outwards from your subject, exploring all of the things connected to your product or offering. In a short space of time, you can fill a page with subjects that broaden your opportunities, drawing away from a simple wheely chair and into areas that will resonate with a wider range of people.<\/p>\n\n\n\n
![\"How](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/Generate-PR-Ideas-1024x516.png\")
<\/figure>\n\n\n\nFrom this alone, you could start ideating, but to take things a step further and help you build out even more related topics or concepts, there are a range of different online tools you can use. These include BuzzSumo\u2019s Content Ideas Generator<\/a>, the Semrush Topic Research too<\/a>l, or Answer The Public<\/a>. Using these tools<\/a>, you can input your core product, e.g. \u2018office furniture\/office chair\u2019, or some of the topics you\u2019ve mind-mapped, e.g. \u2018office romance\u2019, and see what comes up.<\/p>\n\n\n\n
Semrush\u2019s Topic Research tool will help you find trending content ideas tailored to your subject. For example, if you search for \"office furniture,\" you might uncover content like \"Sustainable Office Design: The Rise of Eco-Friendly Furniture,\" which steers you towards the growing interest in sustainability in workplace design. This insight alone can provide a springboard for ideas that will actually resonate with current market trends and client needs, rather than getting stuck with a boring old swivel chair to ideate around.<\/p>\n\n\n\n
![\"Semrush](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/Content-Ideas-1024x539.png\")
<\/figure>\n\n\n\nOn BuzzSumo, you\u2019ll find top performing content based on subject, which can again provide more inspiration: a simple search of \u2018office furniture\u2019 threw up this New York Times piece on where office furniture goes when no one wants it<\/a>, steering you into the realm of recycling, upcycling, and what could be possible for your client in that space straight away.<\/p>\n\n\n\n
Meanwhile, Answer the Public shows you what people are searching for around your core topic. Insights which can be mined again and again on each of the topics you\u2019ve mind-mapped, helping you to both learn more about your audience and potentially uncovering some valuable insights to use in your ideation.<\/p>\n\n\n\n
![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/AnswerThePublic-ideas-generator-1024x810.png\")
<\/figure>\n\n\n\nThe first step when coming up with ideas for any client, whichever end of the boredom-scale they fall on, should always be one of exploration as you get your head into that world. Working outwards from the core product can be a great way to kick this off.<\/p>\n\n\n\n
#2. Magnify a niche element of your brand<\/h2>\n\n\n\n
On the flipside, a tactic I use a lot is focusing on something about the product or offering at a really in-depth level. All to uncover something that could become an idea in itself<\/strong>. Because while certain things might seem dull at first, there could actually be something hyper-relevant to your client\u2019s business or product that you just haven\u2019t considered yet which could be the launchpad for an entire campaign<\/a>.<\/p>\n\n\n\n
To use an example from my own experience: we work with a client that specialises in scrapping cars which, on the face of it, isn\u2019t the most<\/em> exciting subject. However, through taking the time to learn more about car scrappage, how it works, and learning from the client, we learnt that certain parts of cars (namely the metals found in \u2018catalytic converters\u2019) are recycled and often turned into jewellery, including wedding and engagement rings<\/strong>.<\/p>\n\n\n\n
![\"Example](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/Example-of-a-brand-story-1024x704.png\")
<\/figure>\n\n\n\nWhen paired with the fact that we also knew that some people develop a serious bond with their cars, or simply love cars in general, this niche nugget of information became the basis for an entire campaign. <\/p>\n\n\n\n
We partnered our scrap client with a jeweller to give petrolheads the chance to create wedding or engagement rings from parts of their old scrapped cars. As some cars can play a big part in a couple\u2019s formative years and may play host to memories of road trips and first dates, the campaign resonated very well, and got our client covered by the likes of Forbes, key motoring titles, and even wedding publications, which they would otherwise never have been able to gain coverage<\/a> or links from.<\/p>\n\n\n\n
![\"Outcome](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/Example-of-a-brand-story-2-1024x722.png\")
<\/figure>\n\n\n\nThis was all thanks to taking the time to learn a bit more about car scrappage and really focusing on a niche element of it that many people are unaware of. This is a great example as to why you should always ask your client as many questions as possible and aim to learn about their world, as there could be a similar opportunity awaiting you.<\/p>\n\n\n\n
After learning these little niche nuggets of information, I\u2019ll ask myself the question \u2018What if this thing was the main focus of the campaign?\u2019 and see where it takes me. When partnered with another, broader insight (such as the strong connection some people have with their cars, as used in the example above) you could be onto something.<\/p>\n\n\n\n
#3. Partner up with a more \u2018interesting\u2019 subject<\/h2>\n\n\n\n
Speaking of partnering things up. If neither of those tips are working for you and you\u2019re finding yourself lost in how mundane the subject you\u2019re facing may be, a tactic I almost always find to be a winner is to pair it up with something that definitely is \u2018interesting\u2019 on a mass scale.<\/p>\n\n\n\n
Wondering \u2018What if we brought music into the equation?\u2019 or, \u2018What if the idea was based around art or illustrations?\u2019 or even, \u2018What if my \u2018boring\u2019 client collaborated with one of my \u2018dream\u2019 clients?\u2019 are just a few questions you could be asking yourself in order to come up with something that\u2019s a bit more unique.<\/p>\n\n\n\n
This might not lead you to the finished article, but can immediately help you spice things up and take your base subject matter in new directions \u2014 and, most importantly, in a direction that more people are likely to find interesting. <\/p>\n\n\n\n
The way I often do this is based on \u2018random topics\u2019. Simply having a long list of random topics, from children\u2019s toys to politics, influencers to streetwear, and thinking of what stories we could create if I paired my client up with that topic. Here\u2019s 10 to get you started \u2014 it can be amazing what thinking of a completely different subject during your ideation can result in.<\/p>\n\n\n\n
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- Landmarks<\/li>\n\n\n\n
- Hygiene<\/li>\n\n\n\n
- Conspiracies<\/li>\n\n\n\n
- Wildlife<\/li>\n\n\n\n
- Fashion<\/li>\n\n\n\n
- Poetry<\/li>\n\n\n\n
- Memes<\/li>\n\n\n\n
- Make up<\/li>\n\n\n\n
- Space<\/li>\n\n\n\n
- Video games<\/li>\n<\/ul>\n\n\n\n
This might sound like chaos, but I find it to be a really useful way of overcoming the imaginary barriers<\/strong> you might have created because you weren\u2019t immediately inspired by the core subject.<\/p>\n\n\n\n
Bringing this back to the office furniture example I mentioned above, simply bringing music into the equation could bring about ideas around office disputes caused by music choice, or finding what the \u2018swear-threshold\u2019 is for an acceptable workplace playlist. All these ideas could make sense for your brand, as you have a space to talk about the office environment as a whole, and not just the furniture in it.<\/p>\n\n\n\n
Starting to ideate around subjects you\u2019re actually interested in can also breathe life into what could have otherwise been a challenging brief, so it\u2019s a win-win!<\/p>\n\n\n\n
#4. Embrace the \u2018boring\u2019<\/h2>\n\n\n\n
Despite there being so much value in taking your brand to new places and bringing it to life in exciting ways, I do think as marketers we can often hold ourselves to the pressure of every single story<\/a> being something you could shout about on social media or submit for an award a little too much.<\/p>\n\n\n\n
Of course our output has to work and get results, but that doesn\u2019t mean that we need to reinvent the wheel and produce the most creative thing you\u2019ve ever come up with every time. It feels weird saying it as someone who loves big, shiny ideas, but sometimes, with certain brands and certain objectives, you just need to embrace the boring<\/strong>.<\/p>\n\n\n\n
A media-friendly story could be staring you in the face, but because you deem a certain brand or product as \u2018dull,\u2019 you could be missing it. Journalists<\/a> need to cover more straightforward topics too and some simple advice from your client (the expert on the subject) could be all you need. Be it cleaning advice, opinions on a law related to your product, or some interesting internal data, there\u2019s tons of opportunity for most brands on the surface level.<\/p>\n\n\n\n
![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/Example-of-a-brand-story-3-1024x342.png\")
<\/figure>\n\n\n\nAgain, tools like Answer the Public and BuzzSumo can be great at highlighting what people are searching for and what the media is writing about around your topic, which can in turn highlight areas for using brand data, presenting new research<\/a>, or publishing some simple commentary. <\/p>\n\n\n\n
I also love using Reddit for this. There\u2019s a subreddit for almost everything, and while the content of your brand\u2019s offering might not be something you\u2019re personally interested in, someone else surely will be. These subreddits provide a great window into what people are discussing, what interests them, and what experts are saying. This helps you identify areas related to your client and develop them into media-friendly stories.<\/p>\n\n\n\n
Once you\u2019ve created your story<\/a>, and as these topics can often be quite niche, it\u2019s worth exploring tools like Prowly's Media Database<\/a>, which allows you to search for journalists<\/a> who cover your specific topic. With this, you can curate a media list<\/a> that will genuinely be interested in your story. If you need to narrow down your search to find the most relevant contacts, you can:<\/p>\n\n\n\n
- \n
- Search media outlets where your target audience is active, then follow up with the contributing journalists.<\/li>\n<\/ul>\n\n\n\n
![\"Prowly's](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/09\/Prowlys-Media-Database-advanced-filters-1024x639.png\")
<\/figure>\n\n\n\n- \n
- Search for articles using your keywords (expanded with AI-generated suggestions) and get in touch with authors writing in your niche.<\/li>\n<\/ul>\n\n\n\n
- Search media outlets where your target audience is active, then follow up with the contributing journalists.<\/li>\n<\/ul>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n