PR in the Time of COVID
Author, Human Connection Expert, and ADPR client Riaz Meghji appears on CTV News Channel to speak about the growing loneliness epidemic.
For small business owners and entrepreneurs, the pandemic has been excruciating. We don’t have to look far to see the struggles of hair salons, restaurants, events, and the travel industry, to name a few. And even though the real estate market seemed to remain strong, it still had to rigorously adapt how to view properties, meet clients, and close deals. Welcome to the new world order.
In my case, it made my small condo, which was once my own private office from the hours of 9-5 , feel even smaller with a rambunctious toddler and my partner who is constantly on the phone. I’ve barely seen my parents or my brothers, who live down the street, in the past year. I realize in the grand scheme of things; I’m very lucky that my world was still manageable, but in one way or another, we all took it square on the chin. COVID-19 didn’t care about our individual situations.
If you were able to weather COVID-19 or adapt to a new business model, that’s an amazing accomplishment and that probably means there’s a great story…and a great hook for media.
Even after a year, the media are still very immersed in stories of businesses who thrived and struggled because of the pandemic. They want to hear about triumphs and/or challenges and ways in which every day, hard-working people have found strength and given back to their communities.
If your brand has a COVID-19 angle you are comfortable talking about it, there’s a good chance it will be considered for some sort of coverage. Although it’s not a guarantee, if the idea is thoughtfully presented and hasn’t already been covered to death, then what do you have to lose?
Consider the following…
Pitching an outlet with an audience that fits your brand
Consider if your news is worthy of a formal press release, It keeps all of the important details in one place in a format that media are used to and understand
If your brand doesn’t have an obvious COVID-19 angle, I highly recommend you find one. Everyone has been affected by the pandemic. It could be how you’ve pivoted your business (who else is over the word pivot?), a new partnership, or lessons you’ve learned from the experience.
Another advantage of this virtual world is the possibility of broadcast media conducting more interviews via Zoom, Facetime, or Skype. In pre-pandemic times, many TV outlets much preferred to conduct interviews in person, but they have now been forced to work through logistics and make alternatives work. This means you can talk to the media in other parts of your country or even the world. With this option, brands save money on travel and can perfect their at-home or at-office set-ups with plants, lights, and product laid out to your specifications. Even online and print media are more receptive to virtual calls for product previews.
Whether you decide to pitch media in the time of COVID or not, it’s most important to continue communication with your audience – employees, consumers, clients, and partners. You always want to be clear on where you stand with store openings, current offerings, and safety protocols. By keeping health and safety at the forefront, following public health guidelines (even if you disagree and speak out about them), and doing your best to adapt with the times, it will ensure that you have the best possible chance at a great outcome.