News & Experts

COVID-19 dominated so much of the news cycle that, seemingly for months, any pitch that didn’t include a coronavirus angle ended up in some reporter, editor or producer’s deleted file. As a result of their responses, let me share a few ideas on what you should be doing that will ingratiate you with journalists and increase your chances of publicity success: Pitch journalists via email. That’s why it’s important to follow the news so that you understand what is more likely to resonate with those editors, producers or talk show hosts you are trying to reach. Instead, pitch the issue on which you’re an expert, or pitch the problem that your company, product or service solves.

So, when two of our News & Experts team members – Miguel Casellas-Gil and Ashley Pontius – participated in a recent webinar, it was no surprise that they fielded variations of this question: Should publicity efforts be put on hold until the world returns to something more approximating normal? This is actually a good time to step forward to share your expertise and build credibility for both your personal and professional brands. You just need to do it the right way, and that’s one of the things But, because these can be sensitive topics, you need to be similarly sensitive in your approach to pitching yourself to the media.

Your credibility and the trust in you get a big boost when someone sees those logos and realizes you appeared on CNBC, were quoted in the Wall Street Journal, or were interviewed on a national talk radio show. When you’re quoted in a newspaper article or interviewed on radio, or TV, let your clients and prospective clients know about it. For example, if you’re scheduled to be interviewed on a national radio show later this week, you can create a post mentioning you are looking forward to the interview and urging your followers to tune in. Finally, remember that the real value in PR is not the few responses you might get from people who happen to tune in when your radio or TV interview is broadcast, or who read that magazine or newspaper when it’s first published.

COVID-19 has changed the daily lives of you, me and people around the globe, and also has raised questions about whether people should continue to promote their personal and business brands during these difficult times. One of the first things I mentioned in the webinar is that, while flipping through my local newspaper, I came across one small item that particularly resonated with me because it applies directly to what my team and I do every day as we reach out to the media on behalf of our clients. That increase in media consumption is because (a) people are stuck at home unable to engage in their normal activities and (b) everyone is hungry for the latest local, national and international news on the pandemic. https://advantagefamily.easywebinar.live/event-registration-7 One other thing I would add: Yes, what’s happening in the news right now provides an opportunity for you to engage with the media to build your personal and business brands.