Let's give them something to talk about.
That's what you're thinking as a public relations professional – no matter if you work for a thriving, struggling, or stagnant brand. PR is all about getting the conversation started – a positive, interesting conversation. Chatter around the brand will work to make the general public more interested and aware of it, which is the goal.
If your brand hasn't been in the media lately, it's time to start a PR campaign.