Updated: March 23
At the beginning of the COVID-19 pandemic, everything was still new. The press also switched into crisis mode. Now that most government measures have been implemented or lifted again, newsrooms are gradually returning to normal operations. This means that after several months of intensive coverage dominated by alarming news and negative reports, editors are also becoming tired of COVID-19 and want to write about new topics.
Journalists are, after all, only human, and are now actively looking for “good news” and other subjects. This shift in trend has even been documented by scientific research and follows well-established patterns. Start-ups can now particularly appeal to journalists with success stories and compelling stories about solutions and disruptive ideas. With events cancelled and many journalists working from home, newsrooms are also much more open to story pitches to fill their “content gaps.”
In addition, advertising and PR budgets have been cut back significantly. Both large and small brands have gone quiet in the media, and entire communications departments have been downsized. At the same time, newsrooms are looking to the business world for answers about what the future will look like.
In other words, there are effectively “open slots” in the media landscape. It has therefore never been easier to fill the PR gaps left by competitors with your own stories. In a confusing time like this, it is important for companies to communicate their perspective. This also gives companies greater influence over the public discourse. Moreover, communication is especially important in times of great uncertainty for building trust. When companies remain silent, customers and the press are ultimately left to make up their own rumors.
Advertising and PR use different channels to ultimately achieve the same goal: generating more awareness for your company and its product or service. Both use different tools to achieve this goal, and both have their place. In times of crisis, however, budgets are tight, and start-ups need to manage their money more carefully than ever. In this context, it makes sense to shift part of the marketing budget toward PR.
For example, a full-page ad in Handelsblatt, outside the job listings, costs at least €20,000. An article about your company, on the other hand, costs you little more than some time and brainpower. What’s more, it is far more visible and credible than an advertisement.
Companies that don’t disappear during times of crisis and continue to maintain a presence in the media are perceived as large, stable, and important players. Those that disappear, aren’t.
Wishing you every success with your PR,
Christian from getpress
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