The first few waves of the pandemic caused a major shift in the media landscape as we adapted to our new normal by virtually connecting reporters to spokespeople from their living rooms. Now that we’re more than two years in, virtual satellite media tours are the norm in media relations, and it’s not surprising that every PR professional and broadcaster has a home studio and knows how to rock it on camera with a ring light and wireless mic.

Is COVID still dominating headlines amidst a fifth wave? Absolutely. Even now, reporters clamor to cover pandemic-related stories about vaccines, clinical trials and news about scientific research from credible organizations knowledgeable in the space. COVID also tends to serve as the starting point for causes and stories alike, even if the story is not health related.

However, news cycles have long adjusted to COVID being the norm. War, politics, and inflation are but a few topics dominating airtime. Even lighter topics are becoming more important than ever as the country seeks normalcy during turbulent times. While the pandemic is still going to be a big part of the global conversation, it has also become background to the modern-day media relations cycle and among other stories that are still transpiring.

With the constantly changing news cycle and COVID likely staying a large factor, how do you make your story stand out?

  • Find a Timely Hook: COVID is still the backdrop of our reality, so it’s helpful to tie into it, even if it means reflecting on a “post-pandemic” world. Does it have to directly relate to the pandemic? Not necessarily, but it needs to correlate to the struggles of everyday Americans. Stories that have a place in the current cycle could be topics like non-profits and government organizations offering solutions beyond COVID, consumer brand CSR initiatives, travel safety, personal finance, supply chain solutions, new technology, data about the future of industries…anything that can offer insights and solutions.
  • Make It Relevant: Know your audience. Every message and story have a goal and intended audience. Think about who the audience is, how to best reach them, and what they want to hear. A story is only as strong as the message it gets across to its audience.
  • Take a Chance: Interesting? Informative? News-you-can-use with a tangible takeaway? Appeal to reporters who are passionate or have a personal connection to an issue.

If you’d like to talk about how a virtual satellite media tour or other media relations strategies could work for your team, please reach out.