How to Cut Through the COVID-19 News Noise

If your media relations efforts are coming up short, even after adjusting to fit today’s climate, don’t be afraid to pivot. History shows brands with nimble communications strategies are more likely to break through over-saturated story cycles. So, what’s a marketer to do?

What we know:

• Journalists are redeployed to cover new topics.
  Business reporters are writing about healthcare. Healthcare reporters are talking about the economy. Lifestyle reporters are tracking breaking news. The connectivity of the way coronavirus is impacting our world leaves journalists with little time to cover their bread-and-butter beats in the way they are used to.

• Newsrooms are stretched even thinner.
  Making time for the White House press briefings and governor’s updates, in addition to monitoring their normal verticals have consumed journalists’ days with true “breaking news” every day. We are hearing a resounding “I am so overwhelmed” from our journalist friends who are having a hard time keeping up with deadlines, much less having time to sift through the new pitches that are flooding their inboxes. Top magazines have consolidated issues and daily newspapers are furloughing staff for at least a month.

• Reporters are navigating the new normal just like us.
  Juggling kids, home schooling and households are on journalists’ plates in addition to their day jobs. They are also worrying about holding down their jobs amidst furloughs and layoffs. They’ve asked for empathy and patience with response times. Coming back to story ideas weeks or months down the line is realistic as they focus attention and coverage on all things COVID-19.

• The news cycle changes daily.
  Two weeks ago, journalists were looking for predictions backed by research and data. Today, journalists are now interested in sources who are doing meaningful things in this climate. Tomorrow? Great question. The appetite for the types of stories journalists want is changing very quickly, making it hard to keep up with what will resonate. Brands have to be ready to jump on new pitch angles in a day.

• Competition is real.
  Top-tier media are duking it out to crack the next big story. This means they aren’t as interested in stories that paint broad strokes. They have little interest in lengthy interviews, even with well-respected sources because they need to move fast. Things that seem to break through are highly vocal experts with a succinct point of view, or the unexpected impact of the top news. First takes on new trends or guidelines are also surfacing.

• On the flipside, media want to help.
  We have seen an uptick in journalism for social good. We all want to help in any way we can right now, and the media is no different. They are open to stories that will help them educate their audience and provide resources. Keep in mind this is one of the more popular angles they are being pitched, so your take should be unique and timely. A sales pitch positioned as help is not what media are seeking.

What to do:

• Sponsored Content
  If media is the top and only priority, consider paid or advertorial options that still hold weight with consumers and guarantee message delivery while allowing you to ensure that the story gets told.

• Social Media
  Social advertising, as well as strong organic content, is an extremely smart choice. It’s efficient, targeted and helps meet your key audience where they are spending the most time right now.

• Content Marketing
  Content is also key right now. Consumers are seeking information and spending more time than ever online. Just make sure your content is relevant and authentic—keep yourself grounded in your audience’s mindset rather than your brand’s. This is also important to monitor because the tone and narrative of the pandemic is evolving weekly (if not daily!).

• Influencer Engagement
  Working with influencers is a valuable alternative to earned media relations. You receive third-party endorsement and credibility, yet influencers are much more open to brand partnerships right now. Trust and word-of-mouth have become even more important during the pandemic and micro influencers are among the most trusted as local community voices. In the B2B space? Influencers can still work for you— there are plenty of options for creative partnerships in all industries.

Trying break through the COVID-19 news noise? We’re here to help. Approach us anytime at hello@approachmarketing.com. Or visit our Covid-19 Support center for additional resources.