If we had any doubt about the new climate engendering intra-industry cooperation, that was set aside at our ‘Success in the Current Media Pitching Landscape’ conference this week. Over 200 media relations pros gathered digitally to share intel on the media pitching environment - both its challenges and strategies for success – in a mutually beneficial effort to tackle a tricky time in communications.

The vibe in the media pitching landscape right now: 

• If your reach-outs have been met with a lack of response, you’re not alone: Publicists across categories are experiencing a much higher no-response rate (even from close contacts)
• Remember that everyone - including colleagues in media - is going through something right now. Compassion and empathy are key in pitching media
• It’s a good time to connect with editors you know - even just to check in - rather that cold pitching
• Keep in mind that editors, journalists, freelancers, etc. are not necessarily hearing back from their managing editors
• When you do connect with media, remind them that you are a resource; let them tell you how they want to be communicated with and what they want to receive
• Press response to virtual events has been low. There’s been success when delineating audiences for virtual events between consumer-focused events versus press-focused events

Relationships with clients & media: 

• Don’t forget that relationships are the most important thing in PR
• Media bandwidth is thin and it can be challenging to keep up and understand furloughs and changes many teams are facing. Establishing rapport, understanding and empathy is key
• Be transparent and honest with both your clients and media contacts
• Communicate with clients exactly who you are pitching what pitches to. Giving that transparency shows what is and isn't working, which will grow client trust
• Be old school gatekeepers with your clients because it is translating to ROI
• Take care of the people who take care of you. Even your closest media contacts might not be able to help you right now, but the time will come. Ask them how you can help them now
• There's been a shift from the all-email format to meeting on other platforms, like Instagram 

What journalists are looking for: 

• Journalists are considering bigger picture themes relevant to what’s happening in the world. Content examples: stories on dating in lockdown, highlighting Black voices, design pubs shift focus to suburban living, etc.
• At home cocktail recipes are major
• How-to guides and solution-based stories
• Quick and easy video content, like live tours (huge emphasis on video)
• For hospitality, any sort of positive news is welcome
• Keep in mind that editors are playing around to see what resonates because they don’t know necessarily what readers want either

Travel media spotlight: 

• Media are hungry for when and how hotels are reopening. What are those new in-room guest experiences? How do hotels plan to deliver those five star experiences while keeping guests safe?
• Huge interest in fully-private travel experiences (private air to private villa/residence, rent out your own floor, etc.)
• Tons of interest in road trips and domestic travel with unique angles (i.e. what US cities look like EU ones)
• Interest in media visits is rising, especially in drive-to markets
• Media are asking what bucket list trips people are planning for 2021

Be creative & be prepared: 

• Find ways to work around challenges. It’s not only about pitching magazines and digital publications but also podcasts, virtual conferences, etc.
• Help your clients to create original content as opposed to waiting for the media to pick them up. Brands/individuals can speak directly to their own audience and use social and digital media to get their voice heard straight to their fans and customers
• Today’s hot button issues are likely to come up in interviews. Make sure the client is ready to comment, feels comfortable and stays organic to the brand and brand voice