Each spring Cision releases its State of the Media Report, analyzing trends in the media, uncovering insights into journalists’ view on the state of the industry, and describing preferences on how they prefer to work with PR professionals. I keep an eye out for it each year, knowing that it will provide information that will be highly useful when pitching journalists.
While the last couple of years have provided valuable information, there haven’t been too many shocking conclusions that would dramatically alter my approach to pitching or recommendations I provide to clients. However, this year’s report includes a section on COVID-19, which quantifies and confirms some of the trends we’ve been noticing. The pandemic has thrusted the world into uncharted territory, leaving many of us trying to determine the best way to navigate the evolving situation. Knowing the media, journalists especially, have been dramatically impacted by COVID-19, it’s more important than ever to be thoughtful about how to best work with journalists through these times.
Breaking news is suddenly constant, journalists’ beats are changing, and publication’s staff sizes are decreasing. While we adapt to these changes, here are the insights from Cision’s latest State of the Media Report that I found most helpful.
Brevity is Key
Knowing that journalists are busy, we always strive to be concise with our pitches, and it’s important to just get to the point. But now, this is more important than ever. As we live through a historic crisis that has continued for months and directly impacts everyone, reporters have never been busier. It’s critical that pitches are tightly focused, clearly describe the story, and illustrate why the journalist’s audience would be interested in that particular story. These are all foundational elements to pitching but have never been more important in securing interest in a pitch.
Adapt Your Timeline
Typically, when pitching, we can expect to hear from reporters within one to three days. This can vary, but we often build our workback schedule and pitching timelines around this norm. However, as we’ve seen, reporters are busier than ever. With staff sizes being reduced and the amount of breaking news this pandemic is creating, journalists are being asked to cover more than ever before. To demonstrate an understanding of this, plan to give journalists a couple extra days to respond to your email.
Review Recent Coverage
Many journalists’ beats have suddenly changed to help cover the amount of news COVID-19 is creating. You may have spent years crafting the perfect press list, but before you send anything out, review each journalists’ recent coverage. If it’s only COVID-19 stories, chances are that’s where their attention is and other pitches may go unnoticed.
Spread a Little Positivity
This may be my favorite takeaway from the report. It’s no secret that the pandemic has been challenging, exhausting and stressful for everyone. But journalists who responded to this report shared that they are looking for new angles on COVID-19 stories and they want to see pitches for positive stories. This is a great opportunity to be creative, and positive, while working with clients to develop pitch ideas. One respondent to the survey stated, “We could all use a little positivity in this crisis.”
As you work to navigate these uncertain times, I highly encourage reading through the entire Cision report for insight into how PR professionals can continue to be valuable resources to reporter.