5 ways to adapt your PR efforts in a post-COVID world

So much has been written about the impact of the COVID-19 pandemic on the public relations industry, but on a day-to-day basis, how will the lasting impacts of the pandemic change our industry?

PR professionals are now competing with a daily helping of new COVID-19 news, it’s necessary to sharpen skills to get media to focus on other topics. Here are five strategies that will help enable your organization or your clients to improve the quantity and quality of their coverage.

1. Work harder to create personal engagement.

Earlier in my career, media met regularly with clients, even for background meetings that didn’t have a news angle. Personal engagement with media has been eroding for many years and there are several culprits. Technology such as Slack and texting are two. An increase in the number of media that are freelancers is another. The pandemic has added to this since a large majority of media now work from home and creative ideas such as “press kits in a box” sent to editors and producers are no longer possible without having their home addresses.