Post COVID – 19, our daily lives have been forced to change whether we like it or not. For some of us, we are working from home, homeschooling our kids, wearing masks at the gym, or hunting down that last roll of toilet paper. The media has been forced to change as well.
Before COVID – 19, we would turn on the TV and KFC would be running their commercial saying, “it’s finger-lickin good.” Charmin would be going on about their soft touch products. Now, we cringe when we see people stick their fingers in their mouth. If I see one more thing about toilet paper, I just might scream.
As we make it through our new daily socially distanced lives, we are discovering that the way we approach the media needs to be done on a whole different level. Social media has seen a huge spike due to everyone being quarantined at home. Podcasts are also booming now more than ever. Not to mention, cable news and content preferences for viewers are shifting.
According to Huff Post, studies have shown that consumers appear to be highly receptive to brands’ COVID-19 marketing approaches. An Ace Metrix report released April 1 found that people are open to and appreciative of efforts to reference the global crisis. On average, coronavirus ads scored 18% higher on relevance than the industry norm, 11% higher on likeability and 12% higher on information.
When people watch the news, they no longer want to hear stories about small local happenings, they want updates about COVID and how it’s affecting our world. This has also made a huge impact on the way we pitch to the media.
Many of our clients have had to pivot their messaging to be more aligned in today’s current events. For example: Our one clients is a breakthrough leadership coach, he had to change his messaging to talk about how COVID is affecting people’s productivity and mindset. One simple shift, and he has been featured on 20+ news stations around the nation.
Media is also changing the way we are interviewed. No longer are we able to walk into a news station and sit in a chair across the table from a news anchor. Instead, we find ourselves on the big screen in our living room or office via Zoom.
Consumers have said actions speak louder than words: They don’t want to see brands grabbing for cash; they want to know what brands are doing to help or give back. As we’ve all had to do, brands must adapt as the media shifts post COVID.
So, how can a brand make these changes?
- Research current messaging in the market.
- Look for opportunities to make updates to your messaging based on business goals and objectives and what content in the market is most popular. (*ahem* COVID)
- Determine whether it makes sense to shift the media mix or adjust the messaging to be more sensitive to the current climate based on brand goals. (How can you shift your messaging to apply to COVID?)
In times like these, brands should look for opportunities to genuinely connect with their audience in relevant ways and offer valuable content in the form of education or entertainment that serve as outlets.
With that being said, how are you shifting post COVID? Comment below!
To learn more about how you can research to determine what and how to pitch to the media, read this other blog post: Why Research Is Important When Pitching To The Media