Right now, it seems like COVID-19 is consuming most of the news cycle. And with good cause, given the impact this public health crisis is having on our communities, the health care system, the economy and so much more.
But how do you break through the news cycle if you have news you want to get out there that doesn't relate to COVID-19? Here are some quick suggestions:
• Look for a story about how your product or service is helping/can help people cope with the madness. Perhaps you have an app that helps people communicate while social distancing or that enables them to check in regularly on their loved ones — especially those in skilled nursing facilities or senior living centers who can't have visitors right now. Or maybe you have something like a "Wipe Out COVID-19" digital game that engages people while helping them understand how quickly the virus can spread.
• Tap into the changing cultural phenomena. You can pitch stories about how people or businesses can take advantage of all their current downtime. This is a time when people are picking up new hobbies, taking online courses or becoming more informed about something that will help them down the road. Many people who are not directly helping patients or supporting health care-related businesses have a lot of extra time on their hands right now. Show them what they can do with it.
• Share your story that isn't directly about COVID-19 but still fits into the news cycle. Stories about the stock market/investments, the effect on jobs and other related topics will likely be welcomed. If you're a company in the supply chain that has automated your warehouses (and thus may be less affected by social distancing requirements or illness), you can tell that story. Everyone right now is talking doom and gloom. Bonus points, as always, if you can bring in end users who are benefiting from your efforts.
• Pitch stories that aren't virus-related but are still good to know. Remember that this crisis will be over one day, and the world will go on as it always does. It may look different, but it will go on. Ask yourself what sorts of things people will need to know in the post-COVID-19 world to get back to normal and start priming the pump.
• Team up with other businesses for a group story. If your business is slow right now, remember that there are a lot of people in the same boat. Maybe you (and they) don't have enough of an angle for an individual story. But if you pool your resources and approach a reporter with multiple sources who can speak about a singular theme, you could break through the clutter. Editors love stories with multiple sources, and reporters love having those multiple sources neatly packaged for them. At times like these, you may even want to consider working with your competitors on joint media pitching opportunities, too. Rivals banding together for the common benefit makes a great feel-good story, and supporting your industry overall helps everyone.
Now that you have an idea of the types of stories that might help you break through the COVID-19 force field, here are a few suggestions on how to package those stories. These, by the way, apply not just to the current situation, but to all media pitches at any time.
• Identify and offer interviews with end users, also known as your customer champions. I mentioned this previously, but it's worth mentioning again. COVID-19 in a human story. Nothing frames a human story like the personal experience of actual humans.
• Include metrics. Numbers help give a story perspective and legitimacy. If you have a communications app and can demonstrate that it helps people feel connected 80% of the time, your story will be far more interesting to a reporter than just stating that it helps people feel connected. If you don't have your own numbers, look for industry statistics that can support your story.
• Understand the difference between a topic and an angle. Right now, COVID-19 is the all-consuming topic. But saying you have "a COVID-19 story" isn’t enough. You need an angle — something different than what others are saying. For example, the luxury goods company that produces fragrances for its brands, including Christian Dior and Givenchy, is converting its perfume production sites to manufacture hand sanitizer. That is a great angle — and one that draws a direct parallel to washing machine companies switching to producing war materials during World War II.
• Build a nut graph. One of the things that is drilled into journalism students pretty much from day one is the concept of the "nut graph" — that paragraph early in a story that quickly answers the question on the readers' minds: "Why is this important to me?" With so much breaking news about COVID-19 and its effects, reporters are more pressed than ever for time. If your opening paragraph can grab them and show how your story will play to their audience, you stand a much better chance of getting them to say yes.
Gaining publicity in the midst of an all-consuming event that is affecting the entire world can be a challenge. But with the right elements — and a little creative thinking — it can be done.
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May 01, 2020 at 06:32PM
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How To Break Through An All-Consuming News Cycle - Forbes
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