Since March 2020, not only has it been a challenge to engage journalists due to shrinking newsrooms and furloughs, the news industry has also been inundated with coverage about a global pandemic, a contentious election and social injustice issues. When it comes to media pitching, it’s been difficult to predict how or if the media will respond. Their attention has been pulled in so many critical and time-sensitive directions, breaking through the noise with other stories has been a challenge. What is clear, though, is the pandemic has changed media relations, possibly forever.
GB PR Director, Lisa Martin, shares in PR Daily 5 lessons learned in 2020 that can help PR professionals find success for their clients when the media is fatigued and distracted. As she writes, “Something PR professionals continually navigate is that there are always other messages to compete with for newsworthiness and media attention.” But that doesn’t mean our clients’ messages will be lost.