That’s right – you don’t need to be breaking new ground to appear in the newspapers – or even on radio or TV!
The secret to “piggybacking” as part of your PR strategy is ensuring that you keep up to date with news happening in your industry and be prepared to offer yourself up for comment, as soon as a national story is breaking.
In order to piggyback effectively though, you have to abandon any ideas of promoting yourself or your business. In return though, you could earn a national reputation as being an expert in your field – which in turn, could well lead to new clients.
This topic is covered today in more detail by freelance journalist and PR trainer Janet Murray, who also writes for The Guardian. It features one of my actual case studies, showing piggybacking in action.