Breaking Out of a Slump

Part II - Laying Down a Bunt

In baseball, it's often difficult for a player to recover from a slump. A batter can easily start to swing too hard at the plate, trying to force a hit. Instead of trying to hit the ball out of the park, it can be a good idea to lay down a bunt. In PR, this is a very effective method of breaking out of a slump. If you want your organization to make the news, it's smart to start sending smaller, but useful, news items out on regular basis - not just a couple of times a year. Don't let the media forget about you. If the media comes to rely on you for useful tidbits-like employee promotions, neat events, or stories that have a timely news hook-they may be on the lookout for bigger news from you when it comes. Out of sight in today's world does mean out of mind. Make sure you publicize:

• The launch of new products, services, or campaigns (and follow up with important details during and after the launch).
• In advance of your regular meetings and conferences (and provide agendas and summaries during and after the event).
• Your important business achievements (like major client or staff additions, or professional or community award nominations).

Remember that hot streaks are just as common as slumps, and sometimes getting on base once is all it takes to heat up a cold bat. Just don't swing too hard-keep your press releases matter of fact and focused on the news.