By: Amanda Drum
I’m not sure this is an appealing title at the moment. Oh, great. Another political think-piece.
There’s no escaping 2020. The political dramas of 2020 might last long into 2021, unfortunately, although many would love to find an “off” switch.
You can’t turn on the TV, open Instagram or Twitter, or search Google without reading about the upcoming election. General news platforms are all-consumed and will be for some weeks following November 3. But what if your role is public relations-focused, and you’re charged with sharing news with journalists that–wait for it–has nothing to do with technology, the election, or COVID-19? What if your company or clients don’t touch any of those ‘hot button’ sectors, the vortex-like focus of news this Fall?
Cutting through the ultra-competitive news cycle and making your clients’ stories stand out is no easy mission. Here are some pointers to help you along the way (no “news-jacking” required):
- Know your audience–and your journalists
Your press lists may not be as long as in the Before Times, but if you choose journalists still interested in your industry goings-on, your story might arrive as a breath of fresh air. Trade outlets specifically are still covering stories about their specific beats, even as the election draws near. The world still turns.
- Content is King
I know, I know. I should be avoiding tired turns of a phrase. Yet, even in a digitally-saturated era, it’s still true. ‘Content is king’ may even be MORE true right now, as news and social media platforms alike become more visually-driven.
If your product is life-changing, or your creative masterfully compelling, it will grab attention regardless of the day’s current events. This isn’t something a PR professional can control for their client, but they can communicate this to their client. Top on a publicist’s priority list should be managing client expectations and getting (politely) honest if a news item won’t see the same success as it might have any other month, season, or year. Then, work on planning alternative strategies.
- Acknowledge the times
Ignoring the election completely may leave a bad taste in the mouths of some journalists, or make you seem ignorant or tone-deaf. Persuade them you’re not living under a rock by acknowledging that they’re likely super busy. Even if they don’t cover your news, they’ll likely appreciate your transparency and candor. Building genuine long-term relationships is as important as short-term coverage. Remember, journalists are people–not a stair-step towards that next client win.
- And if it’s too close? Consider tapping out
Wait, what? I mean, be prepared to tell your client they probably shouldn’t schedule their months-in-the-making product launch for Tuesday, November 3, or the week following. Educate your clients on how the news cycle will behave from here on out. Discussions and deliberations won’t end on Wednesday morning; they won’t end in January when the Commander in Chief is installed. While they can’t wait that long to share news, naturally, inform your clients about avoiding weeks like election week, just as they wouldn’t plan a significant announcement for major holiday weeks in Winter.
While a publicist’s work doesn’t stop when the world is in crisis, it does pivot. Crucially, keep the human front-of-mind when planning any strategy. 2020 is a year unlike any other, one that highlights the vulnerability of all. Where you previously saw coworkers every day at the office, you now see into their homes on Zoom calls. You may even hear their political or COVID-19-related fears regularly, worn down after a chaotic eight months. Be sympathetic to your colleagues, clients, and journalists, and lead your comms with an added dose of compassion.