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Photo courtesy of photographer Will Byington |
- Think real people with human interest angles and patient-focused features (with the exception of Becker’s Healthcare, whose core focus is providers).
- Personalize pitches and talk to reporters like people. A personal approach is the most effective way to go about placing stories.
- Keep all mediums – such as digital and audio – in mind when pitching an NPR affiliate. Think characters and scenes to take people to places.
- Make sure your pitch is understandable for the audience. Simplify press releases into layman’s terms and avoid using jargon or acronyms with no explanations.
- Above all, journalists are looking for experts they trust to provide perspective.
The Impact of COVID-19 on Pitches
The media landscape has shifted significantly since
the COVID-19 outbreak, and the news cycle is now coronavirus 24/7. With the new
normal of a singular focused news cycle, the pandemic is challenging the way we
engage in media relations – especially for a number of our clients who are
medical associations. During this time, it’s important to be careful in how you
tell your story – and evaluate whether this is the right time to be telling it
at all.
While NBC and WGN are solely focused on COVID-19, with 4-5
reporters tied to the virus at once, both Petty and Czink stressed that other pitches
are still welcome, but to keep in
mind these stories will be pushed to a later date, depending on when the
pandemic passes the news cycle.
Yet, with all the negative news coverage daily, there are
still positive stories to tell. From the healthcare workers on the frontlines
to the local distilleries making hand sanitizers to colleges using 3D printing
to create face shields. These are the encouraging, hopeful stories that people
need to hear at this time.
The partnership between the healthcare industry and
journalism has never been more important, and we will continue to work with our
clients to arm the public with the information they may need to navigate the
uncharted waters of this pandemic.
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