{"id":6237,"date":"2020-03-31T17:15:52","date_gmt":"2020-03-31T17:15:52","guid":{"rendered":"https:\/\/khmghana.com\/?p=6237"},"modified":"2020-06-04T00:03:49","modified_gmt":"2020-06-04T00:03:49","slug":"how-to-adapt-your-content-and-pr-strategies-during-the-coronavirus-pandemic","status":"publish","type":"post","link":"https:\/\/khmghana.com\/?p=6237","title":{"rendered":"How to adapt your content and PR strategies during the coronavirus pandemic"},"content":{"rendered":"<p>These are unprecedented times \u2014 so should our\u00a0<span id=\"urn:enhancement-04aa62b4-6157-80a3-32cc-539427d9e668\">marketing strategies<\/span>\u00a0change in line with the\u00a0<span id=\"urn:enhancement-708c1ef7-5785-2fe4-3fb7-87829230a312\">reality<\/span>\u00a0we\u2019re currently living in?<\/p>\n<p>This is the\u00a0<span id=\"urn:enhancement-b74a3259-8073-bea7-678e-644e9a9cee0c\">question<\/span>\u00a0rippling through various marketing\u00a0<span id=\"urn:enhancement-91d0b7cc-4c0f-a794-cb8b-22a379eae8e9\">communities<\/span>\u00a0as\u00a0<span id=\"urn:enhancement-09055932-f3a6-ce28-bd39-61801a47445b\">people<\/span>\u00a0are trying to get their bearings and form some kind of a\u00a0<span id=\"urn:enhancement-8f307e49-7f26-a4b9-3b10-5fb5dd6e2f77\">plan<\/span>\u00a0to move forward in this rocky economic\u00a0<span id=\"urn:enhancement-f1df45ee-e74f-7ea7-f1ef-28bfa36f780e\">climate<\/span>.<\/p>\n<p>And the\u00a0<span id=\"urn:enhancement-e988502d-da26-e149-56d1-e6eb833d0316\">classic<\/span>\u00a0marketing answer is: It depends.<\/p>\n<p>However, I\u2019<span id=\"urn:enhancement-7f921c21-a1c9-5f14-fd19-f6dabb5ae8bd\">m<\/span>\u00a0going to outline my thoughts on what this means for\u00a0<span id=\"urn:enhancement-b21b50a8-5e60-460d-5cdd-c6b6a5a8a53c\">content<\/span>\u00a0<span id=\"urn:enhancement-843b2b28-0982-1ed2-252d-a77c5fe859bf\">promotion<\/span>\u00a0and how we can move forward to be as productive as possible.<\/p>\n<h2>What should you say \u2014 and how?<\/h2>\n<p>There have been jokes about people getting a million brand emails about companies\u2019 takes on the coronavirus.<\/p>\n<p>Maybe you\u2019re looking at your campaign schedule or editorial calendar and thinking, well, does this apply anymore?<\/p>\n<p>In most\u00a0<span id=\"urn:enhancement-ca38f328-75a4-2e3b-5c2c-37af7ae2d7ea\">cases<\/span>, yes, it does. If your\u00a0<span id=\"urn:enhancement-5bf2be00-4a5c-1d8b-9107-14fb8d6d7425\">audience<\/span>\u2019s\u00a0<span id=\"urn:enhancement-fa593885-1638-5baa-612a-70085ff32357\">industry<\/span>\u00a0is trying to be\u00a0<span id=\"urn:enhancement-2a6e34c9-ec20-01a2-3572-c007f69cdcca\">business<\/span>\u00a0as usual amidst the chaos, many\u00a0<span id=\"urn:enhancement-3ee48eae-b3e5-a73a-8582-cae83ae7afbb\">people<\/span>\u00a0<span id=\"urn:enhancement-595ea25f-d536-7073-2ee1-752c868c58a4\">will<\/span>\u00a0want to try to maintain normalcy (and keep their\u00a0<span id=\"urn:enhancement-c90e6cda-8a6f-fd6a-5e37-6ee18d80b740\">companies<\/span>\u00a0afloat!).<\/p>\n<p>But, ask yourself these questions:<\/p>\n<ul>\n<li>Is coronavirus impacting my audience, and if so, can I help them?<\/li>\n<li>Will my audience\u2019s priorities shift as a result of the current climate, and if so, how should my content change to reflect that?<\/li>\n<li>Does coronavirus impact our product\/service offering, and if so, how can we\u00a0communicate that to our audience?<\/li>\n<\/ul>\n<p>Your answers to these questions can help you identify if you have content that needs adjusting or if you need to add content to your schedule.<\/p>\n<p>However, the bulk of your\u00a0<span id=\"urn:enhancement-126ace58-ba9b-e558-9b96-7b8d49b54e25\">content<\/span>\u00a0<span id=\"urn:enhancement-ec868a7b-cd7e-8e86-4345-fe4b382cbd46\">will<\/span>\u00a0most likely still be relevant and\u00a0<span id=\"urn:enhancement-89ca37c5-f46c-b8ef-6868-bbeb956ed21f\">need<\/span>\u00a0to be promoted.<\/p>\n<p><span id=\"urn:enhancement-50e5c40c-4336-b1d6-439f-fac29e951bc5\">People<\/span>\u00a0still\u00a0<span id=\"urn:enhancement-346de2f3-d91b-5e25-a3ea-c3f1270833c6\">need<\/span>\u00a0information and goods and\u00a0<span id=\"urn:enhancement-d125f9ff-69c8-2faf-6682-356689068eed\">businesses<\/span>\u00a0still\u00a0<span id=\"urn:enhancement-34d0cc28-a2aa-74a6-e8a6-344b72e7495d\">need<\/span>\u00a0to provide it. Additionally,\u00a0<span id=\"urn:enhancement-1f4c4e9a-b0ad-7ce3-d2de-97cc50991868\">writers<\/span>\u00a0covering most\u00a0<span id=\"urn:enhancement-341e4feb-56d0-a667-302a-267d0f82d440\">beats<\/span>\u00a0still\u00a0<span id=\"urn:enhancement-6e0a5023-6345-bf5b-a2e3-0a3b35e9af87\">need<\/span>\u00a0<span id=\"urn:enhancement-458e9fd6-7353-5c8a-2166-80c26ddb5f1e\">topics<\/span>\u00a0to talk about other than\u00a0<span id=\"urn:enhancement-99d07c53-f9dc-f6f4-f5a0-1b57ca2daaf7\">coronavirus<\/span>.<\/p>\n<p>Things will be tougher since the public is focused on a global event, but there are tricks to being more promotionally successful at times when a worldwide phenomenon is dominating a news cycle.<\/p>\n<h2>How should you promote non-COVID-19 content?<\/h2>\n<p>If you\u2019re moving forward with\u00a0<span id=\"urn:enhancement-4602e50b-55e0-1ed1-064b-6c99c08a6f45\">industry <\/span><span id=\"urn:enhancement-bfaa74ea-f9ee-bc80-fddb-64b5c15e46fb\">content<\/span>, how can you responsibly and effectively reach your\u00a0<span id=\"urn:enhancement-cf9ea252-afee-1867-457f-afb198d44e2a\">audience<\/span>\u00a0at a time when critical COVID information is also being communicated?<\/p>\n<h3>Social content<\/h3>\n<p>Right now especially, social content is going to be focused around COVID-19 as international, national, and local news updates continue to arise.<\/p>\n<p>Empathy is key here.\u00a0You don\u2019t want to be tone-deaf and alienate people, because nearly everyone these days is worried about something related to the virus.<\/p>\n<p>If you turn to big brands for examples, you\u2019ll see that some of them have gone quiet. It\u2019s a delicate situation, because you don\u2019t want to sound like you\u2019re just selling at a time like this.<\/p>\n<p>But a few brands provide ideas for ways you don\u2019t have to drop off the map.<\/p>\n<p>Sephora\u00a0seems to be tweeting their normal content, but they\u2019ve also RTed a COVID-19 related tweet that\u2019s on the uplifting side. This is a way of saying, hey, we\u2019re going to continue chugging along during all of this, but we also acknowledge what is happening.<\/p>\n<p>It\u2019s a subtle way to show you\u2019re not in complete denial of the global situation.<\/p>\n<p>I also love how\u00a0Slack\u00a0pinned a post to the top of their feed related to COVID-19 and providing tips that it makes sense for their brand to offer.<\/p>\n<p>If you follow a similar strategy, you\u2019re showing people your brand cares and wants to help, and I\u2019d argue you can continue to post your regularly scheduled content (assuming it still makes sense in the general context of today\u2019s climate.)<\/p>\n<h3>Link-building content<\/h3>\n<p>If you work in digital PR and you promote the content you create by pitching it to publishers, you know the job has never been easy. But the strategy has and continues to be extremely beneficial in terms of building links, referral traffic, brand awareness, and more.<\/p>\n<p>Now, the piece that\u00a0<span id=\"urn:enhancement-2e54536a-a703-0834-362e-990832e440db\">will<\/span>\u00a0become harder is list-building. The\u00a0<span id=\"urn:enhancement-65be39c6-991d-4c8d-ac90-8661572561af\">key<\/span>\u00a0is to look for\u00a0<span id=\"urn:enhancement-0353f628-e7ab-d5d9-fb05-8cad2a218127\">journalists<\/span>\u00a0who don\u2019t specifically cover breaking\u00a0<span id=\"urn:enhancement-6d27d68b-c3ae-c771-e7a5-39cf44c93e4d\">news<\/span>\u00a0and who remain dedicated to their particular\u00a0<span id=\"urn:enhancement-c9bc8278-34bf-9048-a91e-35317fcd59e1\">beat<\/span>. Thankfully, not every\u00a0<span id=\"urn:enhancement-5210af45-1078-26f6-6788-98268b207ead\">writer<\/span>\u00a0<span id=\"urn:enhancement-9f1e7e53-1b86-18d2-9621-cb1b38fb3545\">will<\/span>\u00a0cover COVID-19, because it doesn\u2019t make\u00a0<span id=\"urn:enhancement-5401d775-ff8f-168b-c9ae-96aa0c3d881d\">sense<\/span>\u00a0for their\u00a0<span id=\"urn:enhancement-3ab6926e-5062-f49f-9c2e-c91ddcdfaa4b\">beat<\/span>, or because they\u2019ve tackled every angle already.<\/p>\n<p>Additionally, when pitching, I always recommend including the key takeaways of your\u00a0<span id=\"urn:enhancement-14c4d850-b8e6-34dc-1726-b9ff57b431cd\">content<\/span>\u00a0in the\u00a0<span id=\"urn:enhancement-2e2b6760-bb73-ea8d-df16-08409187f444\">body<\/span>\u00a0of your pitch\u00a0<span id=\"urn:enhancement-623a5fd5-bfea-2f9a-46bd-3c5f9a5dda29\">email<\/span>\u00a0so\u00a0<span id=\"urn:enhancement-4a53448b-a887-3f9c-9929-e79ccbe97a3b\">writers<\/span>\u00a0can quickly glean what parts are the most relevant\/interesting to them. Now, I recommend seeing if any are related to coronavirus topics, even if tangentially.<\/p>\n<p>For example, here are some related topics:<\/p>\n<ul>\n<li>Working from home<\/li>\n<li>Homeschooling<\/li>\n<li>Time management<\/li>\n<li>Introversion\/extroversion<\/li>\n<li>Politics<\/li>\n<li>Health care<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<p>It doesn\u2019t have to be specifically about the virus in order to be relevant. And don\u2019t force it! If you have a topic completely unrelated, let it stay that way.<\/p>\n<p>In fact, your best bet can be appealing to niche\u00a0<span id=\"urn:enhancement-a8f4cda9-252a-1c50-684f-c119a0fa190c\">writers<\/span>\u00a0who still\u00a0<span id=\"urn:enhancement-21713b23-ba47-c7e2-f0f3-179a2be79077\">need<\/span>\u00a0<span id=\"urn:enhancement-38083d32-43e7-ced5-98a9-c7d029b54eb8\">industry<\/span>-related material, even in times like this.<\/p>\n<p>It\u2019s the difference between pitching an environmental story to CNN vs. Treehugger. While CNN is busy covering COVID-19, Treehugger might need more relevant content for them.<\/p>\n<p>The press is certainly inundated with COVID-19 updates they need to provide to their readership. However, many publications and writers don\u2019t need to be these key sources for people and are instead looking to continue being informative about their specific niches.<\/p>\n<p>Your business is probably the same way. You have customers\/clients to help and employees to pay. You need to keep going. So examine what content of yours makes sense to still promote, and follow these tips to increase your chances of receiving high-value media coverage.<\/p>\n<h6>STORY BY\u00a0 Amanda Milligan(thenextweb.com)<\/h6>\n","protected":false},"excerpt":{"rendered":"<p>These are unprecedented times \u2014 so should our\u00a0marketing strategies\u00a0change in line with the\u00a0reality\u00a0we\u2019re currently living in? This is the\u00a0question\u00a0rippling through various marketing\u00a0communities\u00a0as\u00a0people\u00a0are trying to get their bearings and form some kind of a\u00a0plan\u00a0to move forward in this rocky economic\u00a0climate. And the\u00a0classic\u00a0marketing answer is: It depends&#8230;.<\/p>\n","protected":false},"author":4,"featured_media":6268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-6237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/khmghana.com\/wp-content\/uploads\/2020\/03\/KHM2a.jpg?fit=598%2C431&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/posts\/6237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/khmghana.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6237"}],"version-history":[{"count":1,"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/posts\/6237\/revisions"}],"predecessor-version":[{"id":6240,"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/posts\/6237\/revisions\/6240"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/khmghana.com\/index.php?rest_route=\/wp\/v2\/media\/6268"}],"wp:attachment":[{"href":"https:\/\/khmghana.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/khmghana.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=6237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/khmghana.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=6237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}