A new campaign or client can excite you.

Regardless, you need to perform well, generate media coverage and the many other things PR pros do. But what do you do if there’s zero direction, content or potential stories?

Start asking some questions.

1. Have you hired staff recently?

People naturally are interested in who works where.

2. Have you won contracts recently?

Readers in some publications want to know what businesses and suppliers work with one another.

3. Are you planning to launch any services?

This indicates there must be a clear gap in the market to be filled.

4. What are your expansion and growth plans?

Local media love these kinds of stories. A good angle to pursue is whether or not this means new jobs will come to town.

5. Do you have any interesting data to share?

Find out if staff has sales data or reports they can share. Data journalism is becoming a more popular.

6. Do you have staff willing to put their name forward for PR efforts?

Ask whether there are specialists willing to go on the circuit. Make diversity an imperative in your choice of spokespeople and subject matter experts.