Public Relations and the struggle of news attention, during a pandemic.
PR professionals maintain an organization's image. They help develop and optimize the relationship between a company and the public. Part of the role is to help the brand stay relevant through press coverage. However, this task has only gotten more challenging as Covid-19 continues to be front-page news.
Each day, there is a new story approach to Covid-19. People are anxious to hear about vaccine updates, case tracking, and how the country is handling the situation. As the media is filled with Covid-19 news, there is less demand for other news and attention within different industry's.
As a public relations intern, I have many roles. My tasks range from researching media lists, sourcing contacts, and tracking media coverage. Specifically, I also help by assisting with research of media outlets and professionals in that industry. I develop different pitches for the brands we represent to the press. However, it is quite evident that it was much easier to secure coverage online prior to the pandemic. Every news outlet is currently covering up-to-date coverage on Covid-19 with less room for non-essential topics.
As I am nearly halfway through this internship, I have been able to develop skills on how to make the brands we represent stand out in the media. Although it is a challenge, it has allowed me to think outside the box and become creative with the pitches I am drafting. We must think about how to stand out, in a Covid-19 saturated news industry.
The world is constantly changing, especially in the past year and a half, and it is expected that companies run into challenges. Talk Shop Media is an award-winning company in their industry, so they must be always thinking ahead of how the brands they represent can stay relevant and benefit their clients through gaining media coverage.
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