If PR is the development and maintenance of effective communication with representatives of the media, then how will you share your message during COVID-19?
In 2019, a NewsMediaCanada report stated that readership of Canadian newspapers was at an all-time high. During COVID, you can be sure Canadians are devouring news in all ways, including: social media, print, tv, online and radio.
But how do you pivot your PR initiatives during a pandemic?
- You’re an expert in your field, and there’s information you can offer that correlates with the news cycle, so reach out to media outlets. Then, you’ll get the calls at 4 p.m. from reporters asking for quotes on relevant topics.
- Keep in mind that with COVID-19 your media releases, emails and pitches MUST be relevant to the news cycle.
- Do not issue non-essential media releases, launches and pitches.
- Instead, look for ways to help.
- Be human, be compassionate.
- Think twice – is this the right time for you to tell this particular story? Know the news cycle by checking, on a daily basis, media outlets, blogs, twitter etc.
- Understand the pressure reporters, editors and producers are under right now. Most are working from home and juggling family/work life as well as all the countless pressures related to COVID-19.
- Be sure to provide an entire ‘package’ when pitching. Are you pitching your services as a psychologist offering a ‘how to’ on maintaining good mental health during a pandemic? Be ready to be asked if you have a document on your talking points ready to go to the news team.
Getting it wrong:
- A grocery chain was called out by Ontario Premier Doug Ford (on national television and across social media channels) for price gouging on an essential disinfecting item.
- Keep in mind if you make a mistake, and are in the news, you must repair your reputation immediately.
- Do not shoot the messenger.
- It’s all about apology and accountability. And, if possible, make amends. Could this grocery chain have donated sanitizer to women’s shelters? Or donated prepared meals to inner city hospital health care workers?
- In business, we’re constantly working in either direction: building a relationship and then maintaining it – or, undermining it. We do this with every action.
- Before you call, email or tweet make sure your ‘ask’ isn’t a one sided request.
Getting it right:
- The Ontario Society of Professional Accountants is doing free tax prep for health care workers fighting COVID-19.
- And, right now, 800 HCW in Ontario have tested positive for COVID-19. So, you can imagine how well received this offer will be. This story was on the national news this week.
We need good news right now, to shine a light on how we all help each other in a crisis. How will you help? And, how will you share this news with media outlets?
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