In this current day of instant information and social media, it can be challenging for PR pros to generate consistent media attention for their clients. Fortunately, most have some good back up strategies to keep their client relevant in the eyes of their fans and the press.
PR pros that work in the entertainment field really have a challenge these days keeping their clients relevant. This especially includes clients who are musical artists, because the music industry is so over hyped and saturated. In addition to doing traditional things like press releases, many pros now set up social media chats for these artists. These chats will be about topics that range from what it takes to get a record deal today and also how to become a music producer. To promote the chat session, a media announcement is posted on various social media sites, and a media advisory is sent to industry writers and reporters. By hosting these chat sessions, the artist gets a chance to chat directly with their followers and also generate new fans. However, the most important thing is that the client is generating online media attention.
For clients that need an extra push in terms of media publicity, a PR pro will sometimes have their client participate in interviews and chat sessions based on topics unrelated to their profession. For example, they will set up interviews for clients who are actors or singers to discuss topics that have nothing to do with acting or singing. These topics will include timely relevant issues such as the economy, the IRS scandal or the new immigration bill. Some might wonder why a PR pro would do this. They do this because it not only keeps their client in the media but it also helps them to reach a totally different audience. Those tuning into the interview or chat session will be fans of the actor or artist, and there will also be those tuning in because they are interested in the topics being discussed from a social and economic perspective. The latter group will mostly likely not be fans, which means that the client will be exposed to a whole new group of people.
Another way PR pros keep their clients newsworthy is by signing them up to participate in charitable events. This might include volunteering at a local soup kitchen, donating money to a charity, being a volunteer coach for a high school football team or being a volunteer for a home building project sponsored by an organization like Habitat for Humanity. All these type of events generally attract a lot of media attention. Most organizers of these events like to have high profile people like actors and singers volunteer or make donation, because it helps them to generate additional publicity.
At the end of the day this is a win-win situation for everyone.