5 keys to successful media relations right now

When the novel coronavirus was officially declared a pandemic in March 2020, every news cycle was completely, instantly transformed.

The news media landscape remains in a state of flux, with the specter of COVID-19 still dominating coverage. However, much of what’s “changed” about media relations during this time is simply getting back to its fundamental goal: thoughtfully building and nurturing relationships with journalists. And we fully expect these changes (or should we call them reminders?) to hold true in the long run.

Here are five media relations lessons that have proved valuable in the first half of 2020 –- and guidance on preparing for future crises.

1. People come before coverage.

Over the past few months, our team has focused on being extra sensitive and empathetic in our media outreach. When reaching out to journalists, prioritize your relationship with them. See them first as a person, not as a means to reach your client’s goal. Crises have a way of reminding us of our shared humanity, so take this time to invest deeply in your media relationships.