During ordinary times, we reach out to the media regularly with all sorts of pitches crafted about our clients to pique interest in different story ideas. From travel and health to beauty and retail, our pitches may be associated with consumer trends, small business, CEOs, thought leadership, holiday gift guides, human interest, how-to tips, roundup articles, and everything in between.
But these are not ordinary times.
In the age of the coronavirus is it a good time to pitch?
We say yes, as long as the pitches are sensitive to the evolving health and economic crisis. This is an unprecedented time including for those who report the news. Bloomberg reporters candidly explain how they have been affected.
COVID-19 abruptly changed our lives causing great uncertainty about “returning to normal” for the foreseeable future. In March and April, as this Wall Street Journal article discusses, while stuck at home consumer spending on food and alcohol, gardening, home amusements and comfort items boomed but with declines in other sectors.
During early spring only pitches associated with the coronavirus pandemic or those describing acts of kindness were warranted, as Jamie Yuccas, a correspondent with CBS News, along with two other journalists, shared on Navigating Newsrooms During COVID-19.
Coronavirus-related pitches and those about brands giving back to benefit essential workers are still appropriate, but other types are also relevant now to incorporate into pitches for journalists, bloggers and influencers:
FOOD & DRINK – healthy recipes, desserts, cocktails and easy meals to make for single adults, couples or families cooking at home together.
BEAUTY – at-home beauty, hair, and skin-care tips for looking your best on Zoom calls and to boost self-confidence
ORGANIZING – tips to declutter an apartment, house or home office
CLEANING – easy ways and useful products to clean and sanitize especially for frequently used kitchens and bathrooms
TRAVEL – properties and attractions currently closed but producing video for virtual visits to sustain interest; those that are reopening with key health and safety plans in place
PARENTING – ideas to get work done with young children at home; fun family recreation with playdates limited and perhaps no summer camp
LOCAL DESTINATIONS – convenient places for getaways accessible by car
VENUES – those that are equipped to host small weddings, meetings or special occasions since previously planned larger affairs or major conferences and events are likely cancelled or postponed
EXERCISE – companies that offer online classes, fitness equipment, or exercise products, for maintaining good physical and emotional health
RETAILERS – those offering ordering online and curbside pickup or contactless delivery as well as stores that are reopening
SMALL BUSINESS and PROFESSIONAL SERVICE COMPANIES – those who have pivoted from in-person to offer consulting, training or other services online; small businesses who have instituted new ways of doing business
EVERGREEN IDEAS – these are not event or time-sensitive including human interest or thought leadership ideas from CEOS, founders or entrepreneurs
In the midst of a pandemic or not, by customizing each pitch stating why the idea is of value for the media’s audience, will help increase positive PR opportunities and build enduring connections with consumers.
Please reach out if we can help. Be well and stay safe.