Page 61 - PR Communication Age January-June2020

5 ways the COVID-19 pandemic is

changing media relations

N avigating the ever-changing market, chances of regular national TV ported doubling its user base during

the pandemic. In the grand scheme of
landscape of media is never
appearances were slim. Producers and
easy. Now, COVID-19 has
as possible. Now, with concerns of
Newsletters allow for either reaching
forced media relations pro- hosts wanted clients in-studio as much things, does this affect the media? Yes.
fessionals into overdrive to not only tell COVID, most interviews are remote a more targeted audience or amplifi-
their client's stories, but do it during a allowing for companies from all over cation. Either way, it's a win-win for
pandemic-focused media cycle while the U.S. to have an equal chance at media relations professionals.
news outlets are furloughing, laying off being on shows.
or outright shutting down. 5. A picture is worth…the top of
3. Phone pitching is (becoming) the article. Good photos and b-roll
In the midst of this, the media land- obsolete. Yes, some of you will say are more important than ever for re-
scape continues to evolve. Here are phone pitching was already obsolete, porters and producers. It used to be
some of the biggest trends and changes but there are still plenty of journalists easy for them to get their own photos,
during this time, and how we've been who appreciate a follow up call. Phone but now media outlets don't want to
able to adapt our approach to continue pitching in February resulted in my endanger employees unnecessarily. So
success: journalists are more willing to accept
team securing both Business Insider
1. Fewer long leads. The news is and WSJ for a client announcement. photos from their interview sources
changing so fast, journalists aren't That said, coronavirus has resulted in provided they are high quality and help
spending time with long articles any- journalists continuing to work from strike the right tone during COVID-19
more. If they don't publish it when home for the indefinite future, which (people wearing masks, etc.). Though
they're working on it, there's a good means no office line. Some might still some outlets might still send out a
chance the news will be totally differ- have that line forwarded, but that photographer, you need to be a part-
ent the following day. With hot topics, can't be counted on. ner on keeping everyone involved safe.
we touch base with clients at the be-
How have you seen the media land-
ginning of the week to understand how 4. Newsletters are on the rise.
flexible their days are and the best scape shifting since the beginning of
COVID-19 may be affecting ad sales COVID-19?
way to reach them. but subscription newsletters are a
whole different story. Many laid-off Tara Parsell is director of client satis-
2. Nationwide coverage is more journalists took to substack and its faction at Geben Communication
accessible. Prior to COVID, unless competitors during the beginning of where she oversees strategy and ex-
your clients lived in a major media the pandemic. In fact, Substack re- ecution across the agency. T

"I glimpsed the butterfly which fitted about among the fake flowers of our curtains in its futile endeavor to suck the
nectar through its long proboscis. This butterfly reminded me of me"

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