In the COVID-19 era, getting press is harder than ever. Anything not related to the pandemic gets ignored, but media gatekeepers and readers are already flooded with COVID-related news, opinions, and updates.
Businesses have to adjust to the new normal to reach and influence their target markets through the press. Here are three ways companies are succeeding in doing this — and the steps you can take to get yourself great publicity.
Putting customers and staff first
The vicious economic crisis circle has left millions of Americans not engaging in economic activity. This has led to millions of suddenly unemployed people…which leads to even less activity…which leads to greater unemployment.
Finding a way to treat both customers and employees well will be a branding boon with staff and customers alike. And for many companies, it’s getting them excellent press.
America’s largest car insurers, for example, are returning $6.1 billion in profits to consumers because fewer claims are being made. While the dollar-per-customer is modest, the customer trust earned and the national publicity gained have been enormous. U-Haul likewise gave students a free month of storage when colleges closed, and many banks are offering short-term customer assistance like loan payment deferrals.
Some companies are getting press for putting staff first — a tactic which Dallas Mavericks owner Mark Cuban endorsed and predicts will create long-term opportunity and profitability for businesses. The waste disposal company Republic Services got excellent press in a number of localities for buying from local restaurants to provide meals to frontline employees.
Putting customers and employees first is no small feat in a time of economic crisis. But it feels good, does good, and looks really good. Be sure to aim for local press first — it’s easier to get than national press, and a 2019 survey found that local news is considered trustworthy and credible.
Donate to help those in need
Helping those in need is practically a watchword in America, especially during tough economic times. A number of small businesses have received sizable publicity for their charitable efforts.
Cured Printing Company, for example, is a San Antonio-based company which is allowing customers to donate $10 to small businesses for certain shirt purchases. They received a solid profile in a local outlet as a result. The Washington, D.C.-area Mike Stog Photography’s donation of time and resources to help restaurants promote their food and services likewise received coverage, and a number of local restaurants around the nation are seeing their food donations to medical workers, poor children, and others turn into both publicity and thousands of dollars in donations which allowed them to rehire staff.
The challenge with getting donation-related press is that billion-dollar companies are donating tens of millions of dollars each. This sucks up the national press. Again, your best bet for donation coverage is to go to your local media or industry trade publications. These outlets are always looking for valuable ways to highlight small business success.
New or revised offerings
By now, you’ve surely seen the stories of distilleries which are making hand sanitizer. Other small businesses are similarly making necessary changes to old offerings, completely changing business models in order to survive.
USA Tractor Cabs is a great and creative example. Rick Short was about to close because his company was “non-essential.” However, he realized that his tractor cab covers could become medical masks — which led to both local press coverage and more than 10,000 masks. The Major League Baseball uniform company Fanatics did likewise, turning would-be uniforms into masks.
Not everyone can make that sort of switch — so small Iowa farmers shifted their focus from markets and stores to direct-to-consumer sales. To their surprise, they sold out quickly, leading one farm to consider significant investments in its online presence and its customer payment systems.
Being able to adjust in tough times is the sign of a successful business. Not every firm can afford donations or to give away money to customers and staff — so being able to continue providing quality services or products to customers is essential to being seen as a valuable partner during the economic crisis.
Get your company in the press
There are four keys to getting your firm’s unique story into the press:
- Craft your story so it’s different from the rest — your firm’s donations, staff and customer treatment, or new ways of doing business. Cool data points like sales numbers and donation numbers are always of interest, as are heart-tugging stories about how you’ve helped others during the pandemic.
- Research the proper outlets and gatekeepers — what outlets are most likely to take your story? CNBC and Forbes are already flooded with pitches — seek out your local or regional outlets which want to showcase good news during dark times. Then be sure to find the best reporter, producer, or editor to contact, and tailor your story to their preferences.
- Create a great subject line to draw gatekeepers’ attention to your unique story.
- Don’t give up. Sometimes, getting in the press takes time.
Once you’ve been picked up, be sure to create the megaphone effect. Thank and tag the outlet on social media. Send the news to your e-mail newsletter and to other outlets. And thank your customers, staff, investors, and vendors — your whole team! — for helping your company do good during these dark times.
