Royal Caribbean International
Royal Caribbean is one of Weber Shandwick's key clients.
- 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.
In light of the escalating coverage surrounding COVID-19 and the World Health Organization classification of the disease as a global pandemic, Weber Shandwick is advising clients of the crucial implications regarding media relations across all verticals.
Rest assured we are having ongoing dialogue with reporters and newsmakers, and our teams are actively monitoring the impact on coverage at the national and local levels. This situation is changing minute to minute, but in the short term we are advising brands to:
- Scrutinize: Closely review all potential media pitches and social content for risk, backlash and insensitivity before sending.
- Prioritize: Favor actions and stories that address public needs, not just short-term brand goals. Now is the time to be thoughtful, compassionate and patient. For the remainder of this week, we recommend holding non-essential pitching to general news, business, health, tech and some other verticals unless you have an unique expert or can authentically add value to the conversation. We can help evaluate what's right now versus what should wait.
- Strategize: Craft reactive holding statements and communications plans for all potential outcomes, as the media environment is very fluid and volatile. Everything will be affected, so cast a wide net for scenario-planning.
- Empathize: Treat media like the people they are. Like all of us, they are changing the way they live and work during this unusual time.
The situation is delicate, and below are important media guidelines and considerations to bear in mind about coverage trends and current media realities. We are staying close to the current situation across our global network and we will share continued updates and counsel as things evolve.
COVID-19 Media Coverage Trends:
- Most media verticals are consumed by this story, for now: We often tout the trinity of what makes a story newsworthy: Will it impact the heart, health or pocketbook? Unquestionably, the novel coronavirus impacts all three, and we expect it will dominate virtually every beat for media for the near future.
- Brand news is being grouped and condensed: With limited time/space for non-COVID-19 news, we have noticed brand and corporate coverage being grouped into categories and covered in round-ups. For now, most of it has favored topics, services and products that keep consumers informed on how they can personally prepare or examined how industries are faring during this time.
- Events are being cancelled, postponed, downsized or convened virtually: Reflect carefully on activations or engagements, knowing most media organizations have implemented recommendations to avoid putting staff in physical situations not deemed essential. Cancel events which encourage or gather many people physically as they are out-of-step with guidance from the CDC and multiple state and local officials, therefore a likely target for negative media coverage. Do explore options for remote and virtual media meetings, phone and/or satellite interviews when needed.
- Resources are being focused on "the essentials." News organizations are keeping only essential staff onsite. In the field, crews and reporters are being deployed for hard news only.
- Broadcast studios are cutting in-studio audiences. From national to local morning new programs, daytime talk shows, late night entertainment outlets to game shows, programs are being taped without audiences. Thus, audience giveaways, demonstrations or interactions are on pause, too.
- Some reporters won't just ignore you - they might shame you in social media. Recent social posts from journalists and aggregators across media verticals indicate some pitches have opportunistically tried to capitalize on the COVID-19 news cycle. Many media will publicly shame those who misstep. It's important to scrutinize pitch language - and vet reporters' social handles for pre-existing statements on their openness to inbound ideas.
Guidelines for Pitching & Engaging Media:
- Avoid "tone deaf" pitching. Teams pitching should do so with integrity, be thoughtful in the approach and conscientious of the quickly-moving news cycle. As media report on closures, postponements or incidence, they will be sensitive to any pitch that comes off as tone deaf.
- It's OK to "pitch before you pitch." We're currently asking reporters if they are accepting / reporting on news besides coronavirus before you proceed.
- Reconsider media events and mailers. Most, if not all, media events in coming weeks should be cancelled - media have told us they won't attend in person unless it's essential. And because several media offices are closed or not accepting deliveries, don't send mailers unless you have coordinated with a reporter/editor to confirm they can receive it and have advised where it should be sent.
- Media working remotely is impacting coverage, habits. A majority of HQs and publication houses in key markets have enforced work-from-home policy with no travel for non-essential events. Conde Nast, Hearts and Meredith are confirmed to all be working from home alongside with BuzzFeed, PopSugar, Birdie and Warner Media until March 31 or further notice. CBS has moved its primary news studios and talent from NYC to Washington DC bureau. Like others, there are daily reports in the media trades about quarantined staff, making a particular impact on broadcast outlets short of staff.
- Make a plan, but be flexible, as things are changing by the minute. Things may ebb and flow. Any plans for the near future must have contingencies in place for cancellation, relocation, changed timing or reaction to broader public updates and fluctuations in media bandwidth. We must be nimble and forward-thinking.
- Stay ready … we may see a need for more non-coronavirus news eventually. As things shift from risk mitigation to recovery - these news cycles may come in waves. Even now, there are still some reporters and outlets still tasked with non COVID-19 stories, and still others keeping a more "positive news" undercurrent, while some are discussing brands and news without a direct or heavy COVID-19 focus. In trying times, people may become overwhelmed by the 24/7 news cycle and will seek out "breaks" or "softer" stories for comfort and distraction. We expect this to be a moment where food and beverage, CPG, tech and entertainment brands may be able to input or respond in the future.
The Weber Shandwick media teams are gathering intel and will continue to monitor the situation and share period updates as they shifting landscape dictates. In the meantime, don't hesitate to reach out with any questions, concerns, gut checks or any other ways we can be helpful.