Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PR Pivot: How to sell in to news desks during a pandemic

97 views

Published on

Selling-in to the media during a world-wide pandemic is a challenge. The agenda, journalist set-up and news-desks have all changed.

This slide-deck supports the recorded webinar 'How to sell in to news desks during a pandemic'.

Stella Bayles, co-founder of CoverageBook interviews Daniel Johnson-Kim and Rick Maughan, Heads of Editorial and Media Liaison at 72Point Inc, New York, to discuss the changes at the major news-desks and how to sensitively navigate them.

Published in: Marketing
  • Be the first to comment

PR Pivot: How to sell in to news desks during a pandemic

  1. 1. Find out more at: CoverageBook.com The PR Pivot webinar: How to sell in to news desks right now #PRpivot @StellaBayles @CoverageBook @RickMaughan @72PointUS @DJJKim @72PointUS
  2. 2. Find out more at: CoverageBook.com House Rules! Shout if there are sound/visual issues Add questions in the Q&A section Use ‘raise-hand’ feature on poll questions Feel free to share tips & tag us on social ;) @CoverageBook @StellaBayles @72PointUS #PRpivot
  3. 3. Find out more at: CoverageBook.com Stella Bayles Rick Maughan Head of Editorial, 72Point Inc Head of Media Liaison, 72Point IncCo-founder, CoverageBook Daniel Johnson-Kim @StellaBayles @CoverageBook @RickMaughan @72PointUS @DJJKim @72PointUS
  4. 4. Find out more at: CoverageBook.com What impact has the pandemic had on news desks? #PRpivot
  5. 5. Find out more at: CoverageBook.com “Newswires provide a reliable stream of curated content to support understaffed desks ” Rick Maughan, Head of Editorial #PRpivot
  6. 6. Find out more at: CoverageBook.com What impact has the pandemic had on news desks? UK / US difference? #PRpivot
  7. 7. Find out more at: CoverageBook.com “There is a still a demand for relevant and uplifting non-COVID news” Rick Maughan, Head of Editorial #PRpivot
  8. 8. Find out more at: CoverageBook.com How should PR campaign strategy adapt? #PRpivot
  9. 9. Find out more at: CoverageBook.com “Being relevant for audiences is more important than ever, insight drives effective content” Rick Maughan, Head of Editorial #PRpivot
  10. 10. Find out more at: CoverageBook.com Do ● Stories not press releases ● Authenticity ● Empathy ● Benevolence ● Humor (if relevant) ● Evergreen Don’t ● Hard sell ● Overly promote ● Appear self-serving ● Be insensitive or critical ● Sacrifice content for messaging ● ‘COVID spin’ #PRpivot
  11. 11. Find out more at: CoverageBook.com Relevant research can really make a SPLASH! #PRpivot
  12. 12. Find out more at: CoverageBook.com What has changed for editors and journalists? #PRpivot
  13. 13. Find out more at: CoverageBook.com ● Daily editorial meetings are still happening ● They still have deadlines ● Journalists are on Twitter more #PRpivot
  14. 14. Find out more at: CoverageBook.com How should story angles change? #PRpivot
  15. 15. Find out more at: CoverageBook.com “Ask yourself; is this something that hurts or helps? ” Daniel Johnson-Kim, Head of Media Liaison #PRpivot
  16. 16. Find out more at: CoverageBook.com Multiple angles = Different Types of Coverage #PRpivot
  17. 17. Find out more at: CoverageBook.com Should everything have an corona angle? #PRpivot
  18. 18. Find out more at: CoverageBook.com “Don’t be a ‘newsjacker’ who’s trying to push a pitch where it is unwanted or inappropriate. ” Daniel Johnson-Kim, Head of Media Liaison #PRpivot
  19. 19. Find out more at: CoverageBook.com Does it have to be covid-related? #PRpivot
  20. 20. Find out more at: CoverageBook.com How should our communications change? #PRpivot
  21. 21. Find out more at: CoverageBook.com ● Be a great resource & save them time ● Understand their style, write in their style ● Provide quotes that really add value to the story #PRpivot
  22. 22. Find out more at: CoverageBook.com Question Time #PRpivot
  23. 23. Find out more at: CoverageBook.com Stella Bayles Rick Maughan Daniel Johnson-Kim @StellaBayles @CoverageBook @RickMaughan @72PointUS @DJJKim @72PointUS Thank you for joining! #PRpivot

×