In addition to distributing newsworthy announcements via press releases, another potential avenue for generating news coverage is by monitoring the news and looking for opportunities to interject your company’s contributions or involvement in particular areas.

For example, in the aftermath of the devastating earthquake in Haiti, we recently secured an interview on a TV news program for a local nonprofit that works to alleviate world hunger. Our angle was that many businesses and civic groups don’t know how easy it is to organize a food-packing event, and that this nonprofit can supply all the food and supplies if the organization provides the funding, venue and volunteers.

For 2010, here are three business news trends to watch for potential PR opportunities.

Jobs, Jobs, Jobs
The American public is hungry for any signs of life in regards to the economy. While there have been discussions about a “jobless” recovery, any real sense of relief won’t be felt until companies start adding jobs, and unemployed workers get back on payrolls.

In this environment, news of new hires, expansions, hiring events, etc., will likely gain more coverage than they would have before the recession.

Going Green
What was once perhaps relegated to altruistic do-gooders, the “green” movement now means big business. Recent studies have shown that the public has a better opinion of companies that reduce waste, implement eco-friendly practices, or provide energy-efficient and sustainable products.

Has your business implemented any major “green” initiatives? Is your building LEED or ENERGY STAR certified? Have you installed programmable thermostats and motion-activated lights throughout your office? Be aware, however, that editors are cautious about “greenwashing,” in which companies attempt to put a green spin on otherwise mundane activities. Make sure your intent, commitment and results are genuine.

Data Security
Identify theft remains a major problem in this country, especially when customer databases and client records are hacked or compromised.

Taking proactive steps to secure your data may be welcome news to your customers and prospects. If you don’t have IT security capabilities in house, it would definitely be worth hiring an outside firm to help back up and secure your systems.

To discover how S&A Cherokee can help with your public relations needs, contact us for a free consultation.