* You are an expert in your specific field. That makes you a valuable commodity as far as the press and media are concerned. Think about the questions you get asked regularly – chances are there is scope there for approaching the press and media with the answers to those questions. That’s not a news story but information that is relevant to the audience.

* Approach journalists on the back of other people’s news stories. Ask whether you can provide comment on a particular story. If so, then track it and be the first to make contact with the key journalists that are covering it.

* Look at your area of expertise and how it relates to seasonality. Are there particular points in the year where your expertise would be relevant and useful for the press and media? For example, if you offer insurance then you might be able to find an angle as Summer approaches – advice for those travelling abroad etc.

* Think about consumer ‘life stage’ – are there particular times when consumers think about your product or service? Mortgage advice might be relevant for those looking to buy their first home; those that have just had children might think about insurance, security and making a will. There are common stages that many people go though – schools, exams, looking for a job, learning to drive, financial planning, renting/buying somewhere to live etc. Think about what is relevant to your business.

* Look at you personal story and what you have achieved. Journalists are crying out for personal accounts and real life stories that are relevant to their readership. If you’ve done something for a client that is unusual, or beyond the call of duty, then that is useful too – interesting stories don’t have to be news.

Each of these approaches will get you PR results – the important next step is to package your idea and present it in the right way to get noticed by the right journalists.