PR in a Pandemic: How to Pivot
Photo: Elaine Broe, founder of The Leadership Collaboratory, is interviewed by Chance Studios, a digital media marketing studio based in the Bow Valley.
It's more difficult than ever to get your messages shared across traditional media, thanks to a dominated news cycle. Newsrooms are strained due to pre-pandemic budget cuts, stretched human resources and demand for around-the-clock Covid-19 coverage. Luckily, traditional media isn't the only way to share your message.
In this article, we offer actionable strategies to pivot your public relations (PR) strategy in the Covid-19 pandemic.
In this article, we offer actionable strategies to pivot your public relations (PR) strategy in the Covid-19 pandemic.
Simple steps you can take to share your message with the media
1. Make sure your story is relevant
Journalists are still looking for Covid-19 related stories, but their focus has shifted from uncertainty and panic to positive outcomes through vaccine rollout, economic recovery and community support. Look for a relevant connection to what's happening in your community. Remember, your audience wants to see that you care, and are being truthful and genuine in your messaging. Now is not the time to stretch your story to tie into the global pandemic. Trying to manipulate your story to fit the trends is not a risk you should; the reputation damage that could result is just not worth it.
2. Pitch your story with purpose
It's important to be strategic and intentional. Now is not the time to take a throw-the-noodles-on-the-wall-and-see-which-one-sticks-approach to sending your pitch. With fewer journalists covering more ground (beats), they don't have time to peruse through their inbox to select stories. Know the journalists and editors that are relevant in your industry and read their previous pieces to get a sense of their style. Then write an informative, relatable and thoughtful pitch. And keep in mind that with limited time and tight deadlines, it's crucial to provide only the most important details in your pitches.
3. Take time to show you care
Journalists are real people who may be impacted by the pandemic too. Just like us, they may be adjusting to new work routines, childcare requirements and Zoom fatigue. Show that you care by respecting deadlines, providing key information, keeping your story relevant and reaching out to say hello. Build that connection so when email subject lines are being scanned, your name rings a bell--or better yet, jumps out!
4. Write your pitch well
Now that you've done your research and know which journalists and editors to write to, it's time to craft your pitch.
Things to consider:
5. Consider owned content instead
These days, you don't need to rely on traditional media to disseminate your messages. Owned content such as your website, blog, newsletters, OpEds, YouTube videos or podcasts are excellent vehicles for sharing your messages. Start by understanding your target audience and the questions they are asking about your industry (an audience analysis can help!). The more relevant and valuable your content is, the more your audience will turn to you for insights into current situations facing your community.
Journalists are still looking for Covid-19 related stories, but their focus has shifted from uncertainty and panic to positive outcomes through vaccine rollout, economic recovery and community support. Look for a relevant connection to what's happening in your community. Remember, your audience wants to see that you care, and are being truthful and genuine in your messaging. Now is not the time to stretch your story to tie into the global pandemic. Trying to manipulate your story to fit the trends is not a risk you should; the reputation damage that could result is just not worth it.
2. Pitch your story with purpose
It's important to be strategic and intentional. Now is not the time to take a throw-the-noodles-on-the-wall-and-see-which-one-sticks-approach to sending your pitch. With fewer journalists covering more ground (beats), they don't have time to peruse through their inbox to select stories. Know the journalists and editors that are relevant in your industry and read their previous pieces to get a sense of their style. Then write an informative, relatable and thoughtful pitch. And keep in mind that with limited time and tight deadlines, it's crucial to provide only the most important details in your pitches.
3. Take time to show you care
Journalists are real people who may be impacted by the pandemic too. Just like us, they may be adjusting to new work routines, childcare requirements and Zoom fatigue. Show that you care by respecting deadlines, providing key information, keeping your story relevant and reaching out to say hello. Build that connection so when email subject lines are being scanned, your name rings a bell--or better yet, jumps out!
4. Write your pitch well
Now that you've done your research and know which journalists and editors to write to, it's time to craft your pitch.
Things to consider:
- Keep your subject line or headline short, snappy, unique and attention-grabbing.
- Don't bury the lede. Be clear, concise and straight to the point.
- Be personable. Audiences love a narrative that shows a human element, not just facts and figures.
- Check your facts. Get a second set of eyes to fact check, if needed.
- Proofread for spelling and grammatical errors.
- Double check that the tone is suitable for your intended audience.
5. Consider owned content instead
These days, you don't need to rely on traditional media to disseminate your messages. Owned content such as your website, blog, newsletters, OpEds, YouTube videos or podcasts are excellent vehicles for sharing your messages. Start by understanding your target audience and the questions they are asking about your industry (an audience analysis can help!). The more relevant and valuable your content is, the more your audience will turn to you for insights into current situations facing your community.
The support you need to share your message
Public relations in a pandemic might feel daunting, but it doesn't have to be. The lessons you learn during Covid-19 will likely still apply post-pandemic, so be sure to stay authentic, relevant, truthful and informative when you write your pitches. Take time to build relationships with the media. And look outside traditional media to share your messages and flex that expert muscle to develop engaging content.
If you need help sharing your message with the media, Perch Communications is here. Contact us for a free, 30-minute consultation.
If you need help sharing your message with the media, Perch Communications is here. Contact us for a free, 30-minute consultation.
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