One of the easiest ways to get publicity for a client is to be able to comment on what’s already in the news, such as trends or breaking news.

Some time ago I read about a PR agency that advised a client with expertise about animal behavior as follows:  “Whenever a kid gets attacked by a dog somewhere in America, you need to contact newspapers and radio/TV shows in that city immediately and let them know you can comment on why it might have happened and how this attack could have been prevented.”

The agency suggested the client use Google Alerts to learn when a dog attack story hits the news. 

Within 90 days of using this strategy, the client had gotten publicity in more than 40 different media outlets.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.