ZB Group

New York magazine

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To Pitch or Not to Pitch in a Crisis? That is the Question.

COVID-19 has affected many facets of life from travel and the economy to schools and parenting.

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.

By

5 Reasons Media Relations is Effective in Promoting Brands and Services

First off, let’s start with a brief background. Person reading Newsweek on an ipadMainstream news organizations are no longer the gate-keepers of news and information they once were. Consumers interact directly with companies online forming communities and offering both praise and gripes. The popularity of social networking websites, online video, photo sharing sites and blogs now allow people to produce and post news and videos themselves.

News outlets have appeared or taken on many forms to keep relevant. Some were born as internet newspapers and blogs like The Huffington Post , Newsweek merged with The Daily Beast website to stay viable, while others are reinventing themselves and growing their digital capabilities such as Forbes. General interest magazines have created vibrant websites to complement their print editions and this summer, New York magazine is expanding its fashion-focused blog The Cut.

Many large and small news outlets are becoming digital-only platforms ending their print editions entirely such as SmartMoney Magazine and the New York State Hudson Valley Business Journal. One major TV network, FOX Broadcasting Company, has recently launched a new digital lifestyle magazine.

However, even with these transformations, I believe that the practice of media relations which includes designing newsworthy programs and events to pique journalists’ interest in an organization’s products, services, issues or ideas, remains relevant. The skills required to work with professional journalists to help meet their needs are still necessary even as the media outlets and formats change.

What is a placement?

A placement, as used within the context of media relations, is another term for a story or mention about a client arranged by a public relations practitioner but written or produced by professional journalists at print, broadcast or digital media outlets. Unlike an ad, the client does not pay for the space or the airtime given to featuring their product/service/event/issue nor does the client or the PR professional control the final outcome. Two important aspects of a PR practitioner’s job are to understand which journalists and outlets are the right fit for his or her client’s story and then knowing how to craft a pitch accordingly.

Below are 5 ways that placements can help promote brands and services:

  1. Provide credibility. When a brand, service or event is featured within the confines of news outlets inherently trusted by an individual, this is commonly known as third-party editorial endorsement.
  2. Create awareness, understanding and word-of-mouth among consumers both online and offline.
  3. Support and complement other communications campaigns such as advertising, marketing, promotional or social media programs.
  4. Increase SEO for an organization’s website, products and services. Stories that appear in media outlets will also appear in Internet search engines as part of an organic search. This helps provide inbound links to a company’s website.
  5. Provide interesting content. News and feature stories can be linked to on social networking websites such as Facebook, Twitter, LinkedIn, YouTube and others to showcase news about a company. They in turn may be re-tweeted, emailed, viewed and “Liked” by many other friends and followers.

A future post will discuss tips for obtaining effective media placement results. Please stay tuned.

{Image by Yunus Arakon, iStockphoto}