Industry Insights: It's been a pretty terrible week - now is not the time to pitch as usual.
Hi, friends
It’s been really hard times the last few years, with wars and a pandemic and natural disasters, and we’ve all constantly been trying to walk that proverbial tightrope between pausing to give a terrible, trying time our attention and assistance but also trying to send those pitches and meet our deadlines at a time when our industry is already trying to maintain a tenuous balance.
You guys, it’s rough. It’s so rough.
Some of my very close friends are being directly impacted by the fires in LA right now, but even if I didn’t know a soul there — it’s impossible not to be paralyzed by the enormity of the loss and tragedy around us. During times like these, it’s impossible to feel like business as usual is acceptable or appropriate — but, we have bills to pay and work that needs to be done, so for those who are attempting to pitch and write this week, there’s some important guidelines to keep in mind in an attempt to be respectful and empathetic members of our media community.
Lead by helping. Your brand can use this opportunity to be a part of the conversation and make a difference. If your brand involves products that can help those in the path of the fires and the aftermath of the fires, that’s incredible. (For example, my friend Lisa and her businesses just donated thousands of boxes of toiletries and other products to Los Angeles shelters and displaced people) — find out how your brand can help in some way, whether its in this way, taking actions to help employees and customers of your brand in affected areas, supporting those devastated or donating to recovery efforts.
Share what you can. If your business is a vet clinic, perhaps this is a good time to share tips on avoiding smoke inhalation in pets and preparing a pet’s go bag if they have to evacuate, if you work with a mental health professional, maybe you can share tips on how to cope in this tragedy. Use this as a time to not distract from the news but contribute what you can to adding value where it is needed.
Be respectful. Know who you are pitching and where they are. If you are pitching someone in the Los Angeles area, this is not the time to be pitching them your fun new restaurant opening or flat iron…all that can wait. Now they need your friendship and support, and if they aren’t pausing email altogether this week, they absolutely do not have the bandwidth for event invites and fluff. If pitching anyone in Los Angeles, keep it respectful, express heartfelt thoughts and if it’s not something necessary to something you know they are currently working on and may want to see - hold off. That evergreen stuff is called evergreen for a reason.
This is a time when the news cycle is dominated by the news, and the news is harrowing. If your pitch is more lifestyles focused, it can and should wait. Great PR is about adjusting your pitch and outreach to the climate around you, from news cycles to trends to just being a decent and considerate human. Remember, journalists are people too.
Be sensitive, this is the time to build a relationship and be a caring member of a community. That takes precedence above any and all other outreach. People will remember those who took the time to do this.
Meanwhile, if anyone is reading this - in the PR and media community or otherwise and needs assistance in anyway - I’ve been sharing all resources as I find them on my Facebook and Instagram stories - and I’m here for you in any way I can, for as long as you need.
<3
aly