Goals for the quarter need to pare down as the world is changing.
PR professionals need to pivot their pitching strategy to achieve their goals during the COVID-19 pandemic. Before developing a new strategy, brands need to analyse their pre-pandemic media coverage to understand how the crisis has affected them.
Brands need to set realistic goals about the kind of earned media they can get and look to provide appropriate value in their pitches. They should appear to be creative and experimental with fresh strategies to reach out to publishers.
The extra time provided by the lockdown and general restrictions should be used to improve reporting and boosting efficiency. PR professionals should also analyse what journalism strategies are evolving and what their readers are interested in.
[5 minute read]