- PR pros are adjusting their media plans in an environment consumed by coronavirus coverage so they don't appear tone-deaf, avoiding anything overly commercial or promotional.
- A private Facebook page shows that some are resorting to unusual methods to get the attention of journalists.
- Others are narrowly focusing on stories they think would be helpful to readers during the crisis, such as health and wellness products and delivery apps, including Grubhub.
- Click here for more BI Prime stories.
The coronavirus pandemic is forcing the public relations industry to find new ways to pitch stories to journalists in a news cycle dominated by the outbreak.
The relationship between journalism and PR has always been complicated, and the coronavirus crisis may lodge yet another chapter in this long history. Twitter is littered with tweets from journalists criticizing the pitches they've received.
Not wanting to come across as tone deaf, PR pros say they're treading lightly around journalists, avoiding anything that seems inappropriate.
"The thing to out for: don't sell or be opportunistic," said Margo Schneider, SVP and MD of media relations at M Booth. "Ambulance chasing won't be well-received right now. No, I don't think that eye cream will relieve my stress."
One of the largest PR firms in the world, Weber Shandwick, advised staffers to treat journalists "like the people they are," according to a memo obtained by Business Insider.
"It's a fine line we'll need to walk as brand marketers and communicators," said Shawn McBride, EVP of the sports practice for Ketchum Sports and Entertainment. "How are we going to continue or be able to engage with consumers, with fans, in a manner that is sensitive but also ultimately starts to address business driving goals as well?"
A private Facebook page shows how some PR employees are adjusting their media pitches
Some PR pros are resorting to alternative methods to earn a story placement, even going so far as to all but write the story for reporters.
On a private Facebook page for communicators only and viewed by Business Insider, a PR pro sought help for pitching a mental health client in a news environment dominated by coronavirus coverage. This person said none replied to her email and avoided following up to avoid appearing insensitive to overwhelmed reporters.
One member said they stopped trying to sell journalists on an interview with their client, a psychiatrist, and instead "basically wrote the story for them." Only then did they get replies, this person wrote.
Another member suggested offering journalists the client's product or service.
Knowing it's a time of high anxiety for people generally, PR pros say they're focusing pitches around helpfulness.
Red Havas CEO James Wright, who specializes in crisis comms, said he's asking his workers to have some situational awareness when talking to reporters, adding he's "not interested in pushing anything fluffy attached to this issue." Wright said he advised staffers to avoid chasing journalists, asking them if they saw their emails, and leaving voicemails.
The coronavirus crisis has hit PR pros in sports particularly hard, as virtually every major sports organization, ranging from the NBA to the Olympics to the Boston Marathon, has suspended its regular events in the past month.
These changes have forced organizations to re-examine their comms activities, McBride said. Sports PR pros have focused their media outreach on how their clients are supporting their communities.
The hope is that doing things that can mitigate the spread of coronavirus - efforts range from closing facilities to installing hand sanitizer - will help a brand's reputation in the future.
"The idea of being overly commercial or promotional is not the right approach," McBride said.
PR firms are focusing on promoting areas that make sense during a health lockdown
Red Havas is still promoting companies in areas that are selling well, such as water filters, air purifiers and game consoles, because they're useful for people self-isolating.
Finsbury partner Peter Land said his firm is promoting delivery app Grubhub, whose CEO, Matt Maloney, has been trying to promote the restaurant industry as it faces layoffs.
"Grubhub is a perfect example of a client that wants to communicate widely about what they're doing because their work is so vital to communities all over the country, so we've been very proactive with them," Land said. "They are literally saving independent restaurants all over the country, and they want government officials and others to do whatever possible to support these small businesses."
PR firms are finding renewed value in pitching local media
While dwindling advertising revenue has strained local media, its role in crises such as the coronavirus outbreak remains important, PR pros say.
Local journalists are closer to the situation on the ground and approach a subject with sensitivity.
"We might suggest to a client that the first - and perhaps only - journalist to speak with would be from a hometown, HQ-based media outlet," Land said. "They'll be familiar with what the vibe is in their market; they might have a non-work relationship with employees at the company. Now more than ever it's not about reach - it's more about context, empathy, and accuracy."
Get the latest coronavirus analysis and research from Business Insider Intelligence on how COVID-19 is impacting businesses.
If you work in PR, please think twice before sending a cringe-worthy coronavirus pitch like this: pic.twitter.com/fDvl11TP1r
- Emily Mullin (@emilylmullin) March 10, 2020