The recent elections completely dominated the news. And will continue to do so in the days that follow. An unpredictable news cycle can occur at any time. This presents a challenge for businesses looking to align their PR in the news.

5 Tips to Draw Out Content in an Unpredictable News Cycle

Erratic news cycles negate the valuable time that is put forth to pitches. These cycles prevent your client’s story from gaining traction. Try one of these techniques for engaging with journalists to get the best results:

1. Flexibility

A client usually has a set date for an announcement or event. It’s absolutely necessary to pivot the strategy if a major news story breaks. If a date cannot be moved, then the plan has to rely on post coverage. Always make sure that ample photos and videos are banked and submitted once the heady headline of the unpredictable news cycle has ebbed.

2. Response

Response time is important! Become the person that a journalist can depend upon. When a news story breaks, reporters are on tight deadlines. Respond immediately to requests for images or quotes from a client that you represent. Always provide links to hi-res photos, a press release with a quote, a product or person overview and a company boiler plate.

3. Newsjacking

David Meerman Scott coined this term in his book, “Newsjacking.” According to Scott, Newsjacking is the process of adding your client’s thoughts and opinions into breaking news stories. Newsjacking is a piggyback onto trending news topics. Clients can still get noticed during unpredictable news cycles using this technique.

4. Evergreen

Evergreen content has virtually no expiration date. So ideally it will retain its value over the long-term — just like trees that never lose their leaves. In terms of value, this content never loses significance. It even continues to gain traction. With the right strategy, evergreen content will consistently generate interest over time. People will reference it for years to come, regardless of the news cycles.

5. Media Downtimes

Generally media downtimes take place during the holidays. During this period, journalists are more receptive to evergreen content, byline articles and feature stories. Incorporate this timeframe into your client’s editorial calendars. Pitch ready stories in mid-November to use at any during the holiday season. This strategy is effective for the obvious fact that the client is getting media coverage. The bonus is that it will run when most people have the time to watch or read the content.

Don’t Fret — This News Cycle Will End

Unpredictable news cycles do end. So in the meantime instead of panicking, try one of these techniques to keep your client’s brand top-of-mind. Preventative or proactive PR and media relations can be a very successful approach to use to keep your client from defaulting to reactive solutions.

Media relations results require more than luck.

As a public relations professional, there’s no better feeling than seeing a client featured in a news story. There’s an exhilaration when an idea you’ve pitched appears in a magazine, newspaper, radio or the coveted TV spot. An earned media placement will impact a client’s awareness — and hopefully — their bottom line.

However, pitching isn’t easy. With fewer journalists, swifter news cycles and an extraordinary number of media outlets, communicators need to be savvy and strategic about formulating and targeting pitches. Muck Rack reports that there are now nearly 6 PR pros for every one journalist.

A 2021 Muck Rack survey stated that 34% of PR pros said finding and interacting with journalists is one of their biggest challenges. And 59% of journalists view their relationship with PR pros as mutually beneficial, but not quite a partnership. This decreased from 64% in 2020. Only 6% view it as a partnership.

Why is there such an inequity between PR professionals and journalists?

It’s no mystery that PR pros can’t do their media relations jobs successfully without journalists. And journalists depend on Public Relations outreach, too.

“I get roughly 300 emails a day. Most of the time, I read a subject line and that’s it. There’s just simply too many emails every day from publicists to be replying to each one. I can probably count on one hand the amount of general PR pitches I’ve responded to over the past few years. What they all have in common is they were targeted at BuzzFeed and me specifically. The publicist knew who I was, what kind of stories I write and was able to speak to this and why their pitch fit in line with that. They also know what BuzzFeed News is (hint: it’s not the same as BuzzFeed!) and why their story was of interest to our readers. It’s all obvious stuff, but you have to tailor your pitch like you would a cover letter for a job application.”

—David Mack, deputy director for breaking news at BuzzFeed News (source Muck Rack)

Personalization is key to getting a reporter’s attention.

It’s important to remember that each reporter is unique. In order to successfully connect with members of the media, know who they are and what they prefer when it comes to pitching. In Muck Rack’s Annual Journalist Survey, reporters cited lack of personalization as the number one reason they immediately reject pitches.

Writing the ideal pitch will not have “legs” if it is not strategically targeted. A political writer does not want to profile a new restaurant (unless the chef is a former president). An investigative journalist probably will not respond to a pitch about what’s trending in the fashion world. Educate yourself on a reporter’s areas of interest and get to know their point of view. Familiarize yourself with their writing style and how they communicate with their audience. Make each email distinctive to the individual. Remember that the ultimate goal is to establish or continue a relationship with the journalist.

Customize your pitch to their medium.

A wide-ranging PR campaign can be incredibly time consuming. Sending an initial mass email to all news outlets is, at times, the only course of action. However, this approach does not embolden coverage unless it is a very widely known product and/or personality. If possible, customize the pitch to the medium. When pitching a television producer, send clips or b-roll and include camera ready art to a print outlet. Reference the assets and describe how the visuals will enhance an interview or feature. If you want a reporter/editor/producer to accept your pitch, it needs to intrigue them — and contain something that that will engage their audience.

The media relations process — what happens next?

After sending a pitch, be respectful and allow the reporter enough time to decide if they are interested in covering the story. Give them a few days to review the pitch, and then follow up via email. If you don’t hear from them after a follow-up, assume they aren’t interested.

If a pitch is accepted, be sure to thank the reporter and share their story online. A share goes a long way, especially in a world where more reporters are being evaluated based on the success of their stories — 62% of journalists say they track how many times their stories are shared on social media.

Empathy. Understand and share the feelings of another. More relevant in our country now more than ever.

Like many, last week on the Porch was spent defrosting from the massive winter storm.

Natural disasters occur. Business owners and leaders lead with empathy.

Heed these marketing and communication 101s:

• Safety first. Focus on the wellbeing of your team, then your clients. Reach out to check on them, their families and business. Focus only on their immediate needs and any help you may be able to offer. Show genuine empathy for those in crisis. Everything else waits.
• Teamwork makes the dream work. Thanks to one of our amazing team members, we had two co-working spaces. We were able to use that to communicate with our clients and to help them manage their internal and external business messages. In turn, it was easier for our clients to focus on their own team’s needs. Rally the troops that are available and get to work focusing on others’ needs.
• In addition, dedicate to serving who, how and where you can. We know from our own experience that the smallest gesture can make a powerful impact. This time, the Porch had power so we were able to offer our space and internet, and laundry room, to our Clients and friends who did not. Other clients had water their neighbors did not and eagerly gave of their own resources. Others may simply need an ear to listen. Make it a point to let your clients know you are there to help them in any way you can, not only with the needs that earn you income.
• After that, patience is a virtue. Rethink planned marketing initiatives.
  • Email marketing: Your communication can wait when other people are in crisis.
  • Social media posts: Meet your customer or Client where they are. During these times, emotions are highly-charged. Be authentic and empathetic.
  • Press releases: Don’t send press releases during times when a portion of the country is going through damaging events. Timing is everything.

Most importantly, extend empathy. There will come a time when you are facing your own unexpected storm and will need someone else to freely offer it to you.

In conclusion, we hope you and yours are safe, warm and damage-free. Client service is not simply our job; it is our heart.

Please reach out if we can help you.

Contemplating a communication strategy to enact in the event of a company crisis is a cringe-inducing exercise for any business leader. But it’s a necessary exercise.

Considering possible catalysts and consequences allows you to craft contingency plans that will help weather a storm … before the clouds appear on the horizon. The more you plan, the more likely damage control becomes if a crisis strikes. Rapid containment helps prevent catastrophic damage to a brand’s reputation and bottom line.

There are core components of any crisis control plan, regardless of industry, company size, or severity of crisis.

“Before anything else, preparation is the key to success.” ~ Alexander Graham Bell, inventor

Before a crisis strikes, create a comprehensive crisis communications plan.

What are elements of a crisis communications plan?

Identify a corps crisis team. Your CEO, COO, Communication Coordinator(s) and Legal Counsel will undoubtedly be part of this group. Consider who else may need to collaborate.

Identify and know your stakeholders. Anyone who could be impacted by what occurs with your brand should go on this list. This includes customers and shareholders.

Identify and train spokespeople. Anyone handling communications with the media and/or on social media should be trained on the dos and don’ts. Train these spokespeople to remember you are never “off the record.” Ingrain in them these three C’s of crisis communications:

1. Be Clear. Concisely communicate the information and the plan as they are established.
2. Be Credible. Communicate only facts and don’t make promises you can’t keep. Authenticity and empathy build credibility. Acknowledge and respond to questions and mistakes quickly.
3. Be Cohesive. Stay on message throughout all communication methods and channels. Confusion breeds conflict.

Establish notification and monitoring systems. Consistent social media monitoring will allow you to watch for the early warning signs of a brewing crisis. Having established notification systems will allow you to quickly coordinate a response to avoid catastrophic damage.

Be proactive with your public relations. This includes having a a solid social media presence. Consistent connection with your audience builds a strong brand. The stronger brand you build before a crisis, the more credibility you will have when weathering one.

When a threat or crisis is identified, immediately implement your plan.

Coordinate Central Command. Establish frequent communications with the crisis team.

Control the Narrative. Crucial to conquering any crisis is controlling the narrative surrounding it. Compose a message establishing what you currently know and what you are doing to counteract the damage. Identify the communication channels you will use to provide future updates.

Communicate. Pause scheduled posts on social media but continue monitoring and responding in real time. Remember the Three C’s when engaging with the media and/or on social media. Every touch point is critical.

Collect Information. Most of the time that means going offline, but it is critical that you continue to monitor and respond.

“The time to repair the roof is when the sun is shining.” ~ President John F. Kennedy

After the dust settles, comb through what worked and what didn’t. Change the plan accordingly, and continue to update it on an ongoing basis.

Marketing misconceptions happen. We are so grateful that our clients partner with us so we may help them know what is reality in the marketing world to make a difference in their businesses’ topline.

We work with amazing CEOs and business leaders. They are forward-thinking, move at light speed and want to make s*^! happen for their businesses. There are moments though that make us cringe and then we have to either just bust out loud or ask them to stand up and dance it out before we bring them back to reality.

4 Marketing Misconceptions by CEOs & Business Leaders

1. Your one person Marketing Manager or Marketing Director can do it all. When you are able to start building a marketing team, that rocks. But, please be real. Your marketing person should be responsible for setting a strategy and plan, but, ODL, they need help to execute it all.
2. A marketing calendar is a plan. Nopey. No. You can do a lot of things but if they are not on strategy, not focused on the goals, not delivering your targeted messages, you are wasting your time and resources. Go deep or go home. Fewer deeper is especially important for small businesses and startups.
3. Media relations alone will not deliver the results you need. There are many tools in the marketing toolbox. Media relations is an effective one, but it cannot stand alone. Editorial is fab but one well placed story isn’t going to drive the topline.
4. You are a Creative Director. CEOs and business leaders are brilliant people. They are driven, they are talented, they are creative. But there is more that goes into a logo, an ad, etc., then just your thoughts of beautiful images on a page. Know your brand architecture, define your brand standards, refer back to your marketing plan, and, for the love of Pete, fill out a creative brief and let the creatives do what they do.

Marketing misconceptions happen. The best business leaders share their thoughts and adapt to constructive criticism.

Be open to dispelling marketing misconceptions. That’s when the business magic will happen. That’s music to our ears.

“Dwelling on the negative simply contributes to its power.” – Shirley MacLaine

Most of us know that negativity impacts our emotions and mental health, but it has been medically proven that it also negatively affects your physical health. By causing stress, fatigue, decreased immunity and more, repeatedly focusing on the negative could end up affecting everything in your life.

Personally, I believe that everything happens for a reason, and every day I do my best to find the positive in situations and be grateful for all that I have. One of my favorite quotes is, “If you want to feel rich, count all of the blessings you have that money can’t buy.”

It’s certainly easier to stay positive on some days than others, and I am no expert on finding personal positivity. I am, however, well versed on the importance of staying positive when dealing with the media, especially when the reason the reporters are there is not ideal. The impact of negativity on your image and/or your company’s image is severe, and it can be incredibly difficult to rebound from negative publicity once the damage is done. It takes time, money and effort.

So, what can you do when the media come knocking on your door? Here are a few tips:

* Treat the reporter with respect – Something bad has just happened, and the last thing you want to do is be nice to the person shoving a camera in your face or asking you questions. But, remember, they have a job to do and a boss to answer to. If you treat them with respect, they are more likely to do the same for you.

* Stay positive (when appropriate) – Express passion and confidence and smile. This is especially important when being filmed on camera.

* Treat competitors, clients, contractors and vendors with respect – There should be no need to speak about or on behalf of any other parties involved, but if a specific question arises, stay respectful and move on quickly.

* Be responsive – Don’t fight or pick the wrong battles.

* Avoid negative phrases – Make what you say count and do not repeat a negative. A 5- to10-minute interview will be edited down to one or two quotes or a five-second soundbite. Don’t let that quote be negative.

Remember – “Being positive does not mean ignoring the negative. Being positive means overcoming the negative.”