Navigating an Unprecedented PR Landscape
It’s hard to think of a more challenging time to pitch the media.
Two massive, all-encompassing stories – Covid-19 and the protests following the police-custody murder of George Floyd – are dominating the news.
Meanwhile, the major underlying story of the struggling economy is commanding considerable news coverage, while also prompting furloughs and layoffs of already time-strapped, overworked journalists.
You need to be flexible, be willing to persevere and bring your best strategic thinking to the table to break through these formidable barriers. Here are five ways to keep scoring placements in an unforgiving PR environment.
Strike the right tone: Three weeks ago, I would have told you to make sure that your pitch has some sort of relevant Covid-19 tie-in. But even that advice is starting to feel outdated. It’s still important to promote stories that have authentic connections to the larger issues dominating the news. But the news cycle is evolving so quickly that perhaps even more important is to make sure what you're pitching isn’t tone-deaf.
Look local: What makes these two dominant stories unique is that they impact, to varying degrees, every community in the country. Still, on the local level, many of the same challenges and opportunities that pre-date Covid-19 and racial unrest still exist. There may still be room in local newspapers or nightly news broadcast to place a story that doesn’t fully relate to some of these bigger issues. In particular, some local news outlets are likely looking for stories that are unique or inspirational – or even something that is light-hearted or fun to round out an otherwise somber lineup of stories.
Voice an opinion: There are no shortages of opinions these days, which benefits those among us who are adept at crafting and pitching op-eds. Fresh thinking about headline-making events, and insights on how they are affecting the things that you and your organization care about, are at a premium. A strong, relevant op-ed can find a home, and serve to inject your organization into the center of important local and national conversations that are happening now.
Maximize other channels: With news holes shrinking, it’s time to start cranking up your own printing presses. Revisit and recommit to your social media strategy to make sure you are consistent, relevant and action-oriented in your postings. Make the most of newsletters and blogs to keep your core audience engaged and grow your following. Effort focused on this now will pay off well into the future.
Look forward: 2020 has been so unpredictable that it’s difficult to envision what lies ahead. Yet, that doesn’t mean you shouldn’t try. To get consistent media placements, you need to live on the leading edge of emerging stories and trends. It’s not difficult to predict that we are heading into changing economic conditions and a fast-evolving conversation about racial equity in all sectors of society – all with a Presidential election looming. Additionally, Covid-19 is here to stay for the foreseeable future and we’re less than five short months away from a pivotal election. Brainstorm how those factors are going to influence the news and build your PR outreach strategy around them. Be ready to pounce and pivot as needed.
No doubt we will settle into a series of new normal over the next few months. But the old normal isn’t coming back. Only those among us who can adapt will survive and thrive.