12 ways PR pros can grab headlines

It’s especially difficult if you believe that sending a press release is your only option. (It’s not.) No company is newsworthy by virtue of existence. That’s why boring content and conventional PR tactics often lead to disappointment.

The secret to landing media coverage comes down to your approach. If you’re willing to get creative and apply that entrepreneurial hustle, you’ll get results.

When you’re a scrappy startup fighting for every win, creativity is your best weapon. Go outside the traditional PR playbook to find the press you’re looking for.

Here are 12 ways to approach PR to get the coverage you deserve:

1. Pitch in 140 characters or fewer.

Once you’ve identified your target journalists (tip: use Muck Rack) whom you’d like to pitch to, add them to a private Twitter list and follow them.

You can share their content, like their posts and chat about shared interests. After several months (and asking permission), you can send a snappy 140-character pitch.

2. Become a trusted source on HARO.