Why Now Is NOT the Time to Cut Back on Communications
During a pandemic, so much of the news cycle is focused on what’s “breaking,” and many organizations will find it difficult to break through the noise and get traction in traditional media. As a result, some might think that slowing down communications efforts during this time is the way to go.
But communications goes beyond media coverage, and this time of uncertainty is when your stakeholders need to hear from you most
Now is the time to evaluate how you are communicating with your stakeholders. Keeping up engagement helps solidify your relationship with supporters and allows you to be creative with your resources and messaging. Use this time to boost communication frequency and brainstorm different types of strategies that your organization can do to maintain engagement. Make sure you are reaching out to supporters on a regular basis, using the tools at your disposal: email newsletters, social media, and even sharing original content.
When dealing with uncertainty it is important to open the lines of communication and focus on building stronger foundations and creatively engaging with others. When evaluating your communications efforts, keep these strategies in mind:
Focus on empathy
This is also a great time to nurture some of your relationships with donors, supporters and don’t forget your dedicated staff and volunteers. Use this time to send more personal messages to supporters via email. Consider making phone calls, or recording a video or audio message and share it via Facebook or Instagram. Showing people that you care, while demonstrating what your organization can accomplish during hard times will help establish a more authentic relationship.
Get creative
Optimizing the way you communicate within your resources is important, so now is the time to experiment and try things that were on the back burner! Figure out which conversations you would like to be part of, and test out new evergreen content and hashtags on social media. Do a deep dive in your digital analytics to figure out what content is working and what is not on your website. Create fresh infographics or graphics for social media and messaging materials.
Make plans
Feeling connected is a critical component when building your relationships and making plans can help! Whether your activity is virtual or socially distant make sure your supporters know you are being active. Be active in conversations—plan to host a virtual meeting or panel discussion. Be active in the community—invite others to help your organization service your community safely. Create campaigns and content that have a specific end goal and purpose, tracking the progress along the way.
Stay relevant
Don’t forget, there is a fine line between boosting your communication and over communication. Make sure that there’s a good reason for why you are communicating to your stakeholders—the information you share needs to be important, timely, and relevant to today.
The Inner Circle Round Up: Media News You Can Use July 2020
As we come to the end of July, we’re now deep into summer. While many “traditional” media outlets continue to be economically impacted as a result of Covid, we’re seeing more and more “nontraditional” opportunities. We’ve found everything from some high-profile personalities launching new initiatives (maybe it has something to do with all of the free time they suddenly have on their hands) to former journalists banding together to create something new!
Check out these “new to us” resources, and let us know if there’s any media opportunities you’re excited about -- let us know over on Twitter at @ScottCircle!
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New Media Opportunities
Oprah: The Queen of Media Reinvents Herself Again
There are few influencers out there who have had as much influence on the culture than Oprah Winfrey (from a feud with the entire beef industry to launching the biggest best-selling authors). While recently announcing that her monthly O Magazine is pivoting to a digital only format, she also announced a new show The Oprah Conversation that will launch on Apple TV+ in which she will “lead timely and intimate discussions with today’s foremost newsmakers, thought leaders, and masters of their craft.” First up: Ibram X. Kendi, bestselling author of How to Be Anti-Racist.
The Inner Circle Take: I cannot count the number of times over the course of my career a client has asked me how they can get featured by Oprah, and you can be sure many of your clients will be adding this new outlet to their wishlist. No one does Oprah like Oprah, and everyone in PR knows that a mention or feature from her is like the holy grail of publicity. If you’re working with a high-profile thought leader who can contribute to a meaningful dialogue about current events, reach out to her producers and cross your fingers!
More Obama: Michelle Joins Spotify
Speaking of heavy hitters, Michelle Obama announced the launch of a new project with Spotify, the aptly named Michelle Obama Podcast. According to the first lady herself, in the first season, she’ll be speaking to those closest to her, exploring “the relationships that make us who we are. the challenges and joys of being a challenge of being a spouse, the friendships that help us through the toughest times” and much more. She hopes to cover issues that “we’re all dealing with no matter what’s going on.” Her first guest? Some guy named Barack (think his team had to pitch him?).
The Inner Circle Take: Unless you’re working with someone who is a part of Michelle Obama’s inner circle, it may be difficult to land a guest spot (but we’ll keep our ears open for updates). We do know that her words can have incredible impact (and often go viral), so pay attention to the themes and conversations that take place -- it may be something you can leverage when crafting your next pitch.
Deadspin Alumni: Staff Rebellion Leads to New Site
One of the biggest media stories of 2019 was the mass exodus of the Deadspin staff, who all resigned in protest after disputes with their bosses. Now, according to the New York Times “18 of the roughly 20 who quit last year - have reunited to start a digital media company, Defector Media, that they will own and operate themselves.” The initiative includes The Distraction, a new indie sports podcast and a soon to be launched subscription-based sports blog website.
The Inner Circle Take: If media organizations are not going to adapt, journalists are going to take things into their own hands. This is a good reminder to always maintain relationships with friendly journos with whom you’ve established a relationship, as you never know where they’ll end up. In this case if you work on sports-related issues, then you might have an early in to this newest outlet.
Alert D.C. Locals: New Digital Mag Highlights Creatives
We always want to show some love to our local media outlets here in the District. Digital magazine Summerhouse has recently launched. While the city might be best known for politics, this outlet will “celebrate D.C.’s distinctive DIY culture through independent, magazine-style journalism.”
The Inner Circle Take: What a great way for the local community to uplift its neighbors! If you know a creative who works in art, music, fashion, comedy or even runs a small independent business, consider reaching out to this outlet with some visual highlights of what makes them so unique.
The Inner Circle Round Up: Media News You Can Use June 2020
Welcome to the June edition of the Inner Circle Round Up. While the media landscape continues to change throughout this pandemic, we’re seeing more and more outlets adapt to meet consumers where there are. Similarly, as PR professionals we need to have the ability to pivot quickly, learn how to adapt our messaging and approach our journalist counterparts as a helpful resource. The resources we provide need to align with the type of information that fits with their coverage format, which as you’ll see below, is constantly changing.
We hope these resources are useful, and we will continue to keep an eye out for new media opportunities we can utilize in our outreach. Make sure to let us know if you come across any new outlet we may have missed -- we’re over on Twitter at @ScottCircle!
New Media Opportunities
60 Minutes Expands Reach Through Mobile App Quibi
60 Minutes has launched 60 in 6, a weekly series that “will report an original story in a shorter approximately six-minute form produced specifically for viewers watching on mobile devices.” It’s a new way of shorter form storytelling that will feature journalists from within and outside of CBS News, including Pulitzer Prize winner Wesley Lowery who is featured in the inaugural episodes with an interview of Philonise Floyd, brother of George Floyd.
The Inner Circle Take: Media organizations know that consumers are frequently on the go, so they are adapting to meet them where they are. PR pros should expect more journalism to adapt to this sort of mobile format and should make it a practice in their own pitching and storytelling to get to the point quickly.
Recently launched on June 22, Axios Today is the media organization’s latest podcast. It features host Niala Boodhoo and other Axios journalists, bringing you the latest headlines, news, and insights in a quick 10-minute briefing each morning.
The Inner Circle Take: Audio is a trend that continues to grow, especially as more consumers rely on their smart speakers and smartphones to get information. People are busy and their attention spans may be short - but they still want to stay informed. This is a good resource for PR pros to stay on top of the latest headlines, but also a reminder to encourage your spokespersons to use quotable soundbites!
Bloomberg: City Lab Relaunches
This month, Bloomberg Media relaunched City Lab as “a site committed to telling the stories of the world’s cities, communities, and neighborhoods - exploring how they work, the challenges they face, and the solutions they need.” The outlet will cover topics related to urban innovation ranging from design to housing to justice. According to Bloomberg Editor-in-Chief John Micklethwait, the relaunch will put “a greater focus on reporting the local story and what it means for the greater society at large.”
The Inner Circle Take: If you turn on the television today, you’ll see that so much of the news is focused on what is happening in specific cities, from Black Lives Matters protests to the latest developments and reactions to the coronavirus pandemic. Local stories are having huge national impact. This may be an opportunity for PR pros to uplift important voices from individual communities that may not have otherwise had a national platform.
CircleAround: Girl Scouts New Media Outlet
The Girl Scouts are planning to launch a media brand dedicated to positive stories uplifting Girl Scout values. The outlet aims to target women between the ages of 25 and 50. Formats will range from articles, blogs, podcasts and videos with the goal of releasing 150 content pieces per month. Content topics include news, inspiration, parenting, relationships, work and money.
The Inner Circle Take: There is a growing trend of brands and organizations not only creating their own original content for existing channels, but transitioning into “media organizations” themselves. What better way to push out messaging related to your core values than creating your own channel to do so? (Editor’s note: of course we are partial to anything circular or spherical in a title)
“Time for...” Improving People’s Lives
Atlantic Media reports that TIME has recently launched three new initiatives as a part of a strategy to improve people’s lives: TIME for Health, TIME for Learning, and Next Advisor (focused on personal finance). They’re also expanding TIME for Kids to a free digital library. According to Maya Raisin, TIME’s SVP for progress marketing, this pandemic has forced “a bit of a test and learn approach… it really forces you to listen to the consumer and adapt to what it is they’re asking for - and to create a product that really fits their needs.”
The Inner Circle Take: Media organizations are struggling to remain profitable, especially during this time. In order to stay in demand, they need to pivot to provide the type of stories and resources that their consumers want to read. It’s all about listening to your audience and creating content that will resonate with them - a lesson for all PR pros to keep in mind with all they do.
