The key to creating a successful media pitch
, regardless of whether a pandemic is raging or not, is tying your book or brand to trending or breaking stories. Pitching during COVID is essentially the same as before the pandemic, but with some important considerations: 1. Pause and strategize as necessary.
When the pandemic first hit the U.S. in March, smart publicists suspended their promotion efforts to re-strategize and ensure their pitches were relevant, appealing and sensitive to unfolding events. It's much better to stop and regroup than to charge ahead without taking into consideration a landscape that is seismically shifting. This approach holds true for when new waves of the virus emerge, additional lockdowns are put in place, or other colossal changes occur due to COVID.2. Tie your book or project to COVID only if its relevance is apparent.
In other words, don't pitch a connection to COVID if it's a stretch. You may end up doing more harm than good in associating your book or brand with coronavirus in a way that is interpreted as insensitive or glomming onto this tragedy for purposes of promotion. 3. Be solution oriented.
All of us are negatively affected in some way by the cascading problems caused by COVID. Messages that resound amidst the noise are ones that show how you or your project can solve problems.
For example, many have sadly lost their jobs during COVID. If you are in the hiring or human resources business, you can pitch on how to update a resume or how to turn a side hustle into a full time job.
Another example is that many people are experiencing anxiety and other mental health problems due to COVID. A professional with stress-reduction credentials might have a pitch that acknowledges our nation's anxiety and offers solutions in the form of mindfulness training. 4. It's okay if your pitch is not COVID related.
While a considerable amount of TV airtime and print space is devoted to the coronavirus, there remains an abundance of coverage on topics besides COVID. In fact, audiences need a breather from COVID coverage. Play this up when pitching a book or brand; your story is a softer one, a needed distraction from wall-to-wall coronavirus coverage.