3 ways the pandemic has changed media relations forever
For PR pros, the rules are always changing—but the last two years of COVID-19 have accelerated an already rapid cycle.
From lightning-fast media cycles with non-stop breaking news to smaller than ever newsrooms with shrinking resources, media relations—especially over the last two years during the ongoing pandemic—has never been more challenging.
Even in the best of times, landing a big profile, securing a TV segment, or placing a timely announcement in a tier-1 news outlet is extremely difficult. It takes the perfect mix of timing, approach, storytelling and relationship building to find true success in a meaningful way.
COVID-19 has made media relations professionals rethink almost all their proven tactics and strategies that would have worked before the pandemic. It is a completely new ballgame when it comes to media relations in 2022 and beyond.
1. Longer lead times needed
Historically, when working on a big announcement under embargo, two weeks of pitching lead time from start to finish was a good rule to follow. This allowed enough time for pitching, to field media interest, set up any interviews, coordinate schedules, handle any last-minute follow-up questions and additional requests, etc.
Unless you are Meta, Google, Amazon, Tesla, etc., if the current news landscape has taught professionals anything, media will not drop everything they’re doing in their already hectic day to cover your news.
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