The news cycle is moving at a rapid pace, and it’s nearly impossible to go a day without seeing a coronavirus story. Media relations is already difficult with reporters receiving hundreds of emails a day, and the pandemic has made it even more challenging. If you’re trying to pitch a story that’s not related to COVID-19, you’ll be facing an uphill battle.
Despite this, you don’t need to put a halt to your media relations activities. In fact, it could mean quite the opposite. It’s possible your competitors have quieted down, which means there’s an opportunity to elevate your brand like never before.
For media relations professionals, that means it’s time to adapt. A lot of the same rules from before the pandemic still apply, but you’ll need to have a more creative strategy. Here are three important tips for a successful media campaign during the pandemic.
Find a pandemic story angle for your client. This is an easier task for some industries than it is for others. For example, those in the financial space have had a wealth of media opportunities throughout the PPP loan saga. For other industries, though, you likely need to be more thoughtful. With health reporters focusing on COVID-19, clients in the healthcare sector need to pivot their strategy. Are you seeing success from your telehealth appointments? Could you discuss how working from home affects our mental health? These are stories that the media would likely be interested in that won’t force you to comment on the virus itself.
Think two steps ahead of the news cycle. Before the pandemic, you typically had more success pitching a story that was not already being covered. The same can be said for during the pandemic, except it’s been magnified. Since the news cycle is moving at such a ferocious pace, if you’re pitching a story in the news now, you’re way too late. You need to be thinking two steps ahead and anticipate where the news cycle is heading. If you look at most stories now, you’ll likely see experts discussing reopening plans. For you, that means you should already be thinking about “back at work” stories. How can companies ensure social distancing in their offices? How has the lockdown changed office culture? What happens if an open business has a sick employee? These are stories we’ll see in the next few weeks.
Remember, reporters are dealing with the pandemic too. For starters, do not begin a pitch with a pandemic update or a fluff sentence about the uncertainty in the world. Trust me, reporters are aware. Keep your pitches short. Brevity is always king with pitches, but that is especially true now. Given how fast the news is coming at us today, reporters don’t have time to sift through lengthy pitches. Also, before you follow up on a pitch, make sure your story is still relevant.
Remember, reporters are dealing with the pandemic too. This tip is so important, I wanted to reiterate it. The pandemic is affecting everyone in some way, and you don’t know how it’s affecting the reporters you’re pitching. Be genuine in your conversations with them, not rehearsed. A reporter may be worried about his job security. Another may be worried about her sick family member. And, on top of all that, they may be expected to churn out multiple articles a day. Be respectful if they take longer to answer or have to reschedule an interview last minute.
Media relations during COVID-19 is challenging, but not impossible. Done properly, it could be a major opportunity for some companies. Our clients have seen great success, and we’ll continue using these strategies to elevate their brands.
Here are some examples of the media relations successes our clients have had during the pandemic:
- These workers won’t qualify for beefed-up unemployment in the coronavirus relief package – CNBC (Client: Pepper Hamilton LLC)
- Minority businesses worry they are locked out of payroll lending program – Reuters (Client: Opportunity Finance Network)
- 11 Ways Teachers Are Going Above and Beyond During Coronavirus – Reader’s Digest (Client: Chester Upland School District)
- Wissahickon Trails director: Staying safe means sometimes skipping your hike – The Philadelphia Inquirer (Client: Wissahickon Trails)
- No time like the present: End-of-life plans and the pandemic – Associated Press (Client: McCollom D’Emilio Smith Uebler LLC)
Are you looking to begin a media campaign? Are you frustrated that your competitors are getting coverage and you’re not? We can help.