A company’s news cycle ebbs and flows. A product launch date shifts, an acquisition deal falls through or it’s simply summertime and everyone is on vacation. We can’t rely on having “new” news to entice the media. Those sluggish times—albeit frustrating—provide a perfect opportunity, however, to get scrappy and creative for your clients. Sara LaFauci, Senior Account Executive at SHIFT, shares four ways to keep media relations efforts going even when there is no news.