When to NOT Pitch Media
by Polly Hersey
As publicists our job is to create awareness for our clients and their products and initiatives. Fortunately – this news is often uplifting. We can spread the news about a charitable contribution made by an organization, a new toy or game meant to spread joy, or an executive with an interesting life story and land coverage knowing we may have put a smile on someone’s face, or inspired readers.
PR is also about reading the room. Let’s face it, we live in uncertain times (I know… we promised to leave that phrase behind in 2020). Entering what is sure to be a tumultuous and divisive political season, it’s a good reminder to sometimes take a pause and reevaluate pitching media. Here are a few tips for navigating press outreach during times of sensitivity:
Ask – Is there space to tell this story now?
When you’re close to the finish line for a press release or pitch initiative, it’s easy to get lost in your own excitement. You’ve started with a tiny seed of an idea and now it’s time to watch it grow into a full-blown news story. But keep in mind, even though our press efforts are important to us, our clients, and our stakeholders – there’s a much larger audience out there on the receiving end of the news.
It’s our job to take a bird’s eye view and consider the news cycle. What has come up in the past 24 hours? If the answer is national tragedy, geopolitical turmoil, or natural disaster, then it might be best to delay pitching media. Not only is it hard to get the attention of reporters and journalists when their focus is elsewhere, but more importantly – it can come off insensitive and even tone deaf.
Know what to do when it’s time to pivot
When concluding this is in fact not the right time to share news, think about how you will re-strategize. Be honest and open about shifting timelines & tweak messaging if appropriate. Also, be prepared to help clients digest and understand the event at hand, provide updates to internal stakeholders and decide if and how to react externally.
Lead with Heart
At the end of the day – we’re humans first and professionals second. A mistake countless brands have made is speaking in platitudes as a reaction to tragedies or controversial events. Audiences are especially adept in seeing through this. Be authentic, lean on your mission and speak from the (collective) heart – this kind of authenticity goes a long way.
From an individual standpoint, if a journalist or media friendly is outspoken about the effects a given event has had on them – don’t be afraid to reach out and lend a hand of support or kind words. The world could use a lot more of it.