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PR during breaking news: Plan don't pitch
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Mumbai terrorist attacks, Black Friday, Cyber Monday, Walmart shopper stampede,Toys R Us shooting, Obama transition team, and on and on. How can you break through this kind of breaking news? You can’t.
When the headlines are like this – global and domestic and overwhelming with huge implications – breaking and unfolding before our eyes and ears – it is useless to think you can compete. Don’t try. Instead, prepare for the post-headlines and position your experts, providers, analysts, and executives to discuss the how’s, why’s, where’s, what’s and what if’s.
Whether on billable time, pay for performance, or an in-house publicist – use this time to understand what happened during, after and the impact for the future. Research the journalists, beat reporters, and producers, and prep your clients on what they will need to know moving forward. Pitching the press will require you to be informed and knowledgeable. Securing media coverage and executive placements will require your participation so do your homework. Process everything now while the news unfolds so you can pitch and book later. When the headlines are over – your PR can begin.
Visit earlier Publicity Examiner columns on pitching the press:
--Tips for breaking through breaking news
--Tips for pitching trade show press
--Tips for pitching local media
--Tips for crisis communications
--Tips for pitching trade show press
--Tips for pitching local media
--Tips for crisis communications
For more info on your PR program, please visit VISIBILITY BOOKINGS.
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