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Media relations during COVID-19

By Jason Mudd

This is one story in our series about COVID-19. Read 8 ways your PR agency can assist you during COVID-19 for more.


Keep an eye out for news agencies that want non-COVID-19 stories.Even as the media's primary focus is on the coronavirus pandemic, journalists are looking for non-COVID-19 stories. For example, a London features and deputy news editor put out a call for "non-CV stories" and then replied with this:



A tweet in responce to a call for non-COVID-19 stories.


Another journalist, who's written for the New York Times and HuffPost tweeted, "Have a non-COVID story coming out next week. Editor asked me if I wanted to suggest some tweets. 


I thought about it and all I've arrived at is, 'Want to read about something positive and NOT about coronavirus? CLICK HERE'."


Human interest stories wanted

The Chicago Tribune, Bloomberg, MSN, and others have added segments of content specifically labeled as non-coronavirus news. Journalists and the public alike are craving positive, inspirational, human interest stories — especially local and regional media outlets. 


Technologically available

Reporters are receptive to alternative methods of news gathering in the current stay-at-home environment. We've observed some of these in use, such as video conferences, audio calls, Twitter queries, and consumer-generated photos and videos. 


Relevance and timeliness essential

Media pitching during any large-scale crisis must be executed carefully. Trying to, or even appearing to, capitalize on a tragedy will never yield positive results. There are many considerations to keep in mind, and relevance is crucial. Timeliness is also critical. The news cycle now moves faster than it ever has. Some stories need to be told quickly or risk becoming stale (and thus, irrelevant). 


Axia PR can help tell your story and generate news for your company by applying various methodologies, including:

  • Understanding your audience

  • Considering the journalist's and the media outlet's audience

  • Crafting a thoughtful, strategic approach

  • Finding new ways to tell your story

Mainstream media still most relied-on source 

A recent survey reported that people still rely on mainstream news outlets as their primary sources of information. Successful media relations can be the lifeline you need right now to nurture your company's customers, foster brand loyalty, and set you up for resurgence when business returns to some measure of normal.

We understand this is a trying time for you and your customers. Don't take the radical position of shutting down your media relations program. Contact us today or download our complimentary e-book "Learn Media Relations from the Media" for more information on the benefits of generating news coverage for your company.


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Jason MuddClients love Jason’s passion, candor and commitment as well as the team he has formed at Axia Public Relations. He’s advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.


Image by Free-Photos from Pixabay

Topics: media relations

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