INTRODUCTION
We are all living and working in unprecedented times as the coronavirus dominates so many aspects of the world. The pandemic also is challenging the way we engage in public relations. It’s likely the editorial calendar you created earlier this year doesn’t apply anymore, or the topics you’re pitching are irrelevant.
According to PR professional Michael Smart, the two most common paths public relations practitioners take during times of national crisis are to keep pitching aggressively or standing down and waiting for it to end. He says neither is the correct choice, and we agree.
Here are three PR strategies to employ during a pandemic.
ALIGN YOUR PITCH WITH THE SITUATION
In times of crisis, people generally look for direction from leaders in their industry. Answer the questions: How can your client or company provide expertise or leadership to their audience right now? Could your client or company be a figure of calmness for the public?
For example, if your client or company is in financial services, your pitch could be, “ways to manage current investments during the market downturn.” Or if your client or company is in business consulting, your pitch could be, “tips on how your startup can survive the COVID-19 economic crisis.”
When pitching thought leadership, provide high-level information and do not try to sell your services.
FIND THE RIGHT MEDIA OUTLET OR REPORTER
If you are unable to connect your client or company to the pandemic, you still have options. According to Scott Becker, publisher of Becker’s Healthcare, although every digital newsletter’s subject line will touch on the coronavirus, “80% of the reporting isn’t solely focused on COVID-19.” Writers covering most beats will need topics to talk about other than coronavirus. For example, food writers, sportswriters and human interest journalists all need content.
Use the relationships you’ve cultivated over the years with reporters. They are looking for experts they trust now more than ever. Also, try trade publications. Theses pubs are still prioritizing the pandemic angle but are still covering their beats more than the general news sites.
Stay away from product pitches that capitalize on others’ devastation as well as pitches on tourism and upcoming events that haven’t been canceled. It’s not the time or place.
ESTABLISH BRAND TRUST; ADAPT MESSAGES
According to a study done by Edelman on the critical role brands are expected to play during the coronavirus pandemic, 60% of respondents said they are turning to brands that they absolutely can trust. Consider focusing on other aspects of public relations, such as corporate social responsibility, during a pandemic. For example, we’ve seen corporations use their resources to help their community, such as donating to frontline workers.
Companies also must adapt their messages to reflect the realities while still standing true to their values. For example, instead of promoting how awesome their food is, many restaurants have changed their messaging to “serving our communities,” “protecting the health of our guests and staff” and “we’re here for you.”