One thing I’ve learned in my 15+ years of PR is that as professionals, we’re skilled at changing our focus at the drop of a hat. Sometimes it’s necessary to go from pitching a feel-good story to crisis mode in a matter of seconds. But during times of tragedy it can be hard to know what’s appropriate. In light of recent events, I thought this might be a good time to have that discussion.
As human beings, we want to be respectful, but as PR representatives, we want to be sure our clients are getting the coverage they seek at all times. So, [inlinetweet prefix=”” tweeter=”” suffix=””]how do we handle positive outreach amidst sadness when tragedy rips through the nation or a community?[/inlinetweet]
Here are some things to consider:
- How far-reaching is the tragedy? Is it on a national scale or is it primarily local? If it’s national, it’s best to halt all pitching and posting on social media. If it’s local, it’s generally okay to pitch unaffected areas. Remember to look at more than geography when making this call – it’s more about who the tragedy is affecting than it is the physical location.
- What are you pitching? Is it a financial/tech story that’s time-sensitive or is it a lifestyle story that’s more evergreen? If yours is one that’s time-sensitive and in a niche space, it’s okay to pitch after the tragedy. If your client represents a lifestyle company or a product, it’s best to wait until the dust settles.
- What is the scope of the tragedy? If it’s a major catastrophe (a terrorist attack, one where there is a large loss of life or one that is a hot-button topic), it’s likely to last in the news cycle for quite some time and you’ll have to alter your outreach plans. If it’s something that happens on a smaller scale or one that doesn’t affect as many people, you’ll be able to reach out to reporters much sooner. This doesn’t lessen those tragedies that happen on a smaller scale, it’s simply the way the news cycle works.
Now that we’ve gotten through the considerations, [inlinetweet prefix=”” tweeter=”” suffix=””]here are a few tips to avoid being a #PRFail:[/inlinetweet]
- When in doubt, don’t pitch anything during a tragedy or immediately after.
- Don’t use the tragedy as a platform to promote your client.
- Remember to turn off all social media posts during the tragedy. It’s better to stay silent.
- Take your cues from the media. Has the coverage subsided? Are the reporters beginning to discuss more than the tragedy and other hard news?
But what are we supposed to do with our downtime? We can’t sit and twiddle our thumbs! Of course, we still need to make sure our clients are getting the service they deserve. So, what can you do to put the time to good use?
Planning and strategy. This is the perfect time to sit down and evaluate the account. What’s working, what can be improved upon? Do research on what competitors and the industry are discussing. Plan for the coming weeks. Get a head start on writing projects. And even finish those pesky to-do items that never seem to get done.
[inlinetweet prefix=”” tweeter=”” suffix=””]Part of our job is to be sensitive to conditions and to advise our clients on the best course of action.[/inlinetweet] That includes times of tragedy.
Do you have any other tips or considerations?