Skip to content
iQ 360
An integrated communications agency
360
  • Home
  • Our Work
  • Capabilities
  • About
  • Join Us
  • Blog
  • Contact
We build + protect reputations
Illustration of earned media

Earned Media in the Era of COVID-19

08.19.20 | by iQ Staff
  • Share via
Communications, PR
  • Share via

The current pandemic is altering the media industry in extreme ways. Waves of reporter layoffs have been executed around the country as many media outlets struggle to survive the current economy. Many reporters have also had to refocus their areas of coverage to address our new normal: non-stop COVID information, working from home, juggling kids, caring for aging parents, and following social distancing protocols.

Despite the challenges pitching stories to fewer reporters, it is actually a good time to focus on earned media. Paid content and native ad budgets are shrinking, and consumers are craving unbiased third-party information. Quality journalists are still looking for information, sources and stories.

Here’s how you can maintain your earned media momentum.

 

Track Your Contacts

Given all the movement in the media industry right now, it is wise to establish a connection with your reporter contacts outside of their publication email address. More often than not, PR folks learn of media layoffs and furloughs because we follow journalists on Twitter. Reporters will often update their Twitter followers on their status and how to find them because they want to be reachable. They may end up at another publication covering the same topic, or take up freelance work, in which case they may still be interested in receiving pitch ideas.

LinkedIn is another great way to track journalists. Some of them may be interested in connecting, so it is definitely worth reaching out and sending a connection request with a note. If that doesn’t work, you can still follow them and read their latest pieces or get a sense of their network and the broader themes that may influence their work.

 

Work with Freelancers

If you are not already in contact with freelance journalists covering the topics that matter to your clients, now is the time to start. Freelancers have always been vital to successful earned media campaigns, and that is true now more than ever. Many high-profile media outlets are relying on freelance journalists to write the stories that their shrinking staffs cannot, and many talented writers are embracing freelancing as full time positions are eliminated. Freelancers represent a whole additional pitch audience when the people on the masthead are simply stretched too thin to respond to pitches.

Freelancers may have more leeway to pursue topics and angles that they couldn’t when they were beholden to their former editors and publishers at a particular outlet. This could mean focusing on completely different subject matters, but it might also mean taking a deep dive and writing longer pieces about something that is near and dear. All of that being said, it is still imperative to be mindful of the current environment and what readers care about right now. Freelancers still have to pitch their stories to editors.

 

“Now is the time to double down on earned media and continue to cultivate those reporter relationships.”

 

Craft Your Pitch

When composing a pitch in this current environment, think about readership from the perspective of the media outlet, whom you are trying to reach, and why those people would care about your story TODAY. Research consistent themes running through trending stories and consider them when crafting your pitch.

For example, a piece about how to pack a wrinkle-free suitcase is probably not going to be very clickable right now because the average person isn’t going on a big trip anytime soon. However, a pitch focused on entertaining kids during a rainy staycation, or which international museums have the best virtual tours might be the type of travel-adjacent angle that “has legs,” as they say.

So many of us, journalists included, are on edge worrying about our health, our future, and our families. Proceed with caution, empathy and patience when approaching reporters who may be swamped trying to keep up with breaking news. Strive to make a reporter’s life easier by handling scheduling or call-in-details, bundling spokespeople where possible or appropriate, and getting to the point quickly with your pitches.

 

The Takeaway

Now is the time to double down on earned media and continue to cultivate those reporter relationships. Tracking journalists via platforms such as Twitter and LinkedIn will give you an edge when it comes to doing your homework and keeping up with changes at media outlets.

  • Share via

Top Picks for You


March 1, 2023

5 Ways to Give Your Corporate Anniversary Campaign Lasting Results →

September 21, 2022

Psychographic Segmentation Can Smarten up Your Marketing →

Post navigation

 7 Landing Page Design Tips for Digital Marketers
Women’s Equality Day and the Women Who Inspire Us 

Categories

C-Suite
Tactics & Tips
Visual Communication
iQ Insights

Must Reads

August 7, 2019

5 Tips For Creating Content That Matters →

September 4, 2019

6 Ways to Boost Your SEO Strategy →

May 29, 2019

Get Media Coverage For Your PR Event [INFOGRAPHIC] →

Stay in the know with our quarterly newsletter
Loading...
iQ 360

We believe in the power of communication to change the world

808.536.2729
Privacy Policy | ©2023 iQ 360 Inc. All rights reserved.
We are a certified minority- and woman-owned business.
iQ 360

We believe in the power of communication to change the world

808.536.2729
Privacy Policy
©2023 iQ 360 Inc. All rights reserved.

We are a certified minority- and woman-owned business.

Privacy Policy

Last updated on June 5, 2018.

 

This privacy policy explains our collection, use, disclosure, retention, and protection of personal information collected through our website, www.iq360inc.com (the “Website”).

 

  1. Information We Collect

We collect personally identifiable information about you, including your name, email address, and phone number, when you send an inquiry to us on the contact form on the Website.

 

  1. How We Use Your Information

We will use your information only to respond to you regarding the reason you contacted us. We will contact you by the means by that you have consented to us contacting you, as you indicate when you submit an inquiry to us via the Website.  We will not share your information with any third party outside of our organization.  We do not send any promotional emails; however, we may contact you via email in the future to tell you about changes to this privacy policy.

 

  1. Cookies

 

  1. Storage of Information

Personally identifiable information that you submit to us via the Website is processed and stored, if at all, in the United States.  We will not keep your personal data for longer than is necessary for the purposes for which it was collected.  We determine the retention period based on the purpose for which the information was obtained, our legal obligations, and our technical and business requirements. 

 

  1. Your Access to and Control Over Information

You have the right to opt out of any future contacts from us at any time. You may do the following at any time by contacting us via info@iq360.inc.com or 808-536-2729:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data or if you feel that we are not abiding by this privacy policy.

  

  1. Security

We take precautions to protect your information. When you submit sensitive information via the Website, your information is protected both online and offline. Only employees who need the information to perform a specific job (for example, customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

 

  1. Updates to This Statement

This privacy policy may be subject to updates.  Any material future changes or additions to the processing of personal information as described in this privacy policy affecting you will be communicated to you through an appropriate channel.  For example, we may email you to let you know about updates to the privacy policy.

 

 

Subscribe

Emails collected through this form will be used for marketing and business updates. We are the sole owners of the information collected on this site. We only have access to information that you voluntarily give us. We will not sell or rent this information to anyone. You may opt out of any future contacts from us at any time by contacting us via the email address or phone number given on our website. Please see our privacy policy for full details.