Leaked memo from top PR firm Weber Shandwick reveals guidelines for pitching reporters during the coronavirus
- A leaked memo sent to all staff at the headquarters of Weber Shandwick, one of the world's biggest PR firms, reveals its media relations strategy for clients and employees during the coronavirus outbreak.
- The memo warns against sending "tone deaf" pitches that might lead to public shaming on social media and encourages employees to treat reporters "like the people they are."
- It also suggests that clients avoid anything that could be perceived as capitalizing on the pandemic.
- The memo arrived as the virus touched Weber Shandwick directly. Two employees came into contact with someone who had been infected with COVID-19, and another New York staffer later tested positive.
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The global outbreak of COVID-19, the disease caused by the coronavirus, has dominated news coverage over the past few weeks as people search for information and updates at record levels.
The pandemic has touched nearly every business in some way, and media outlets have pivoted to focus on how it will affect the industries they cover.
This shift presents unique challenges for reporters and the public-relations professionals who try to influence their coverage. Those challenges are detailed in a memo sent March 13 to employees at the New York headquarters of Weber Shandwick, the second-biggest PR firm, and obtained by Business Insider.
A Weber Shandwick spokesperson did not immediately provide comment for this story. Read the full memo below.
Weber Shandwick's research team warned against sending "tone-deaf" pitches, telling employees to treat reporters like "people" while waiting for "soft" news opportunities
In the memo, Weber Shandwick New York General Manager Michael Wehman acknowledged that employees - most of whom had been told to work remotely beginning that day - were still adapting to a new way of doing business.
At the time, the firm had two employees exposed to an infected person. On March 19, the company confirmed that one employee at its New York headquarters tested positive for COVID-19.
Most significantly, the memo warned against sending "tone deaf" pitches for clients, which include Royal Caribbean Cruises, AB InBev, Chevrolet, IBM, and ExxonMobil.
It advised brands to treat journalists "like the people they are" and warned that they could be "shamed" on social media for sending inappropriate pitches.
Finally, the memo told Weber Shandwick employees to be ready for the moment when the media sees a need for more non-coronavirus coverage. In the meantime, it suggests they look for opportunities to land "softer" stories for CPG, beverage, tech, or entertainment clients aimed at consumers overwhelmed by the news cycle.
Read the full memo below.