Creative PR Strategies for Challenging Clients: What to Do When Your Client Isn’t Newsworthy

Got a dud or an unsexy client? Don't worry. I'm here to help.

Toilet paper, but make it modern art. Photo by Brian McGowan on Unsplash

Sometimes in public relations, you win big. You land a celebrity client that’s constantly making headlines (in a good way, not a Kanye way), or you're representing a hot new brand that no one will shut up about. Those moments are career gold—your work is on Page Six, the Today Show, and every trend piece imaginable.

But let’s be real: sometimes that’s just not your reality.

Sorry…

Maybe you’re assigned a lackluster account at your agency, or as an agency owner, you’ve taken on a client who’s not exactly headline material—but we’ve all got to pay the bills.

While it won’t necessarily be easy (is anything ever really easy these days?), that doens’t mean you can’t get your client PR. You just have to think harder and do a little more.

Here’s how to turn shit into gold.