The PR and Communications playbook has changed extensively, since the pandemic. Physical interactions have reduced, emails and in some cases instant messengers – are the main go-to, meetings are online, social media is exploding and patience has thinned, even further…
The new normal, is, but more than a tad bit different.
📰 Journalists don’t 𝗵𝗼𝗽𝗲 your pitch has what they want, they 𝗲𝘅𝗽𝗲𝗰𝘁 you to have the basic necessary ‘𝗻𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲’ in it
🔮 The 𝗹𝗮𝗿𝗴𝗲𝗻𝗲𝘀𝘀 of your news is only to you, for the audience it is about the ‘𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆’ of the news
✊ With churn in media, it is no longer about just 𝗺𝗮𝗶𝗻𝘁𝗮𝗶𝗻𝗶𝗻𝗴 old relationships, but ‘ 𝗺𝗮𝗸𝗶𝗻𝗴 𝗻𝗲𝘄 𝗼𝗻𝗲𝘀’
💙 It is no longer about your 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗯𝗲𝗵𝗶𝗻𝗱 𝗴𝗿𝗲𝗮𝘁 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀, it is just as much about 𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 ‘𝗳𝗼𝗿 𝗴𝗿𝗲𝗮𝘁 𝘃𝗮𝗹𝘂𝗲𝘀’
📝 It is definitely not about mass emails, it is about ‘𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗶𝗻𝗴 𝗲𝗮𝗰𝗵 𝘀𝘁𝗼𝗿𝘆 𝗽𝗶𝘁𝗰𝗵’
📞 It is no longer about cold calling; it is about
‘𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵𝗶𝗻𝗴’ the journalist ahead of reaching out
💻 Relationship meetings, which were to ‘build Relationships’ are
𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗯𝘂𝗶𝗹𝘁 𝗼𝗻𝗹𝗶𝗻𝗲, more than over physical cups of coffee
💭 Social media is most definitely ‘𝗽𝗮𝗿𝘁 𝗼𝗳 𝗣𝗥 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆’
👩🏻 ‘Influencers’ are indeed 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝘁𝗶𝗮𝗹
🚩 I believe relationships still matter. But it is no longer about whom you know in the media, it is also about 𝘄𝗵𝗼 𝗶𝗻 𝘁𝗵𝗲 𝗺𝗲𝗱𝗶𝗮 𝗸𝗻𝗼𝘄𝘀 𝘆𝗼𝘂!
But of course, no relationship can make up for a story that 𝗹𝗮𝗰𝗸𝘀 𝘀𝘂𝗯𝘀𝘁𝗮𝗻𝗰𝗲.