How to Get the Media's Attention in a Time of Crisis

As we have been ordered to stay home and to cancel all our social activities, we are spending more and more time inside and online consuming news and any type of content to keep us entertained.

Magazines, newspapers, online and social outlets are currently booming and editors are in need, more than ever, of fresh stories and inspiration. As a PR agency, we have seen a high increase in demand from editors for new pitch requests.

Now is your time to shine. This is the perfect opportunity to share your company’s message as the demand is high. We have highlighted some of the most important aspects you need to keep in mind in order to get the media’s attention in a time of crisis.

First, what is a pitch really?

A pitch is a short format, usually, an email, used to share your message with the news. The goal of a pitch is to create interest for your business by sharing information that is both new and relevant for the editor and the outlet you are targeting.

Think of a pitch as your 30-second first impression window. You want to be both creative and straight forward to make it clear why YOUR story is valuable to this particular editor in these particular times.

Why is press coverage so important?

On the contrary of any type of advertising that you are paying for, public relations rely on a third-party source telling your story. Media coverage is an incredibly efficient way to spread your message. It acts as an endorsement from a trusted media source such as a journalist. Your potential customers will be more likely to remember and believe the information that way.

5 things to take into consideration when pitching the press in a time of crisis:

1.      Stay relevant

Adapt your message to be relevant to the current crisis situation as you can. Don’t copy paste the message you are used to be sharing, even if it has shown to be working.

Put yourself in your audience’s shoes and adapt your offer and messaging to the current time. Now is not the time to talk about why your product or service is perfect for traveling. Instead focus on how you can support people that are being stuck at home.

2.      Be generous

As the world is currently struggling emotionally and financially, show your generosity to customers and the press. Talk about a program you are distributing for free or a care package you are launching for your customers or staff. Use this time to make connection and get valuable contacts. Talk about the possibility of doing a giveaway or some sort of partnership with the press so both you and the media outlet can give back to the audience.

3.      Now is the time

We usually always go by the editorial calendar that is being published months ahead to make sure to be aligned with the topics the editors decided to talk about. In this trying time, things change quickly, and flexibility and adaptability is key. Reach out to editors and journalists with ideas that are relevant now and for the next few weeks to give time for journalist to find a spot for you and to write your story. Don’t wait for the perfect occasion. Make it the perfect occasion. Now is the time.

4.      The right audience

Knowing who you are talking to is essential. First, review the content of the magazine or press you are looking into pitching. Understand who they are targeting and research how, in the last few weeks, the journalists have been handling the situation: what is the tone of their message (more positive, supportive, informative, etc.)?

This will give you some precious information on the audience and how to pitch your ideas to maximize your chance to be the right fit.

5.      Make it easy

Editors and journalists are busy in general, and especially these days. Make it extra easy for them to see the value of your information, understand clearly what you are offering and provide resources such as a press release or blog article that you wrote so they can borrow information and re-purpose it for their article.

We have years of experience and we have built many connections with the press and editors in the country. If you need help sharing your message during this difficult time, reach out to us! Click here to schedule a Complimentary Brand Consultation.