How do you pitch to journalists during a crisis or a sensitive situation?

1 Know your timing

The first thing you need to consider is whether your pitch is relevant and appropriate for the current context. You don't want to come across as insensitive, opportunistic, or tone-deaf by pitching something that is unrelated or insensitive to the crisis or situation. For example, pitching a travel product during a lockdown or a fashion brand during a humanitarian crisis is not a good idea. Instead, you should focus on pitching stories that are helpful, informative, or inspiring for the audience and the journalists. You should also be mindful of the news cycle and avoid pitching when there is a breaking news or a peak of attention on the crisis or situation.

2 Know your audience

The second thing you need to consider is who you are pitching to and what they are looking for. You should do your research on the journalists and the outlets you are targeting and tailor your pitch accordingly. You should also be respectful of their time and workload, as they may be dealing with a lot of pressure and stress during a crisis or situation. You should avoid sending mass emails, follow-ups, or calls, and instead personalize your pitch and make it concise and clear. You should also highlight why your story is relevant, valuable, or unique for their audience and how it can help them cope, learn, or act during the crisis or situation.

3 Know your angle

The third thing you need to consider is how you frame your story and what message you want to convey. You should avoid pitching stories that are self-promotional, sensationalist, or controversial, as they may backfire or damage your reputation during a crisis or situation. Instead, you should pitch stories that are factual, credible, and positive, as they can build trust and goodwill with the journalists and the audience. You should also use data, examples, or testimonials to support your story and show how it relates to the crisis or situation. You should also be prepared to answer any questions or challenges that may arise from your pitch and have a clear call to action or takeaway for the audience.

4 Know your ethics

The fourth thing you need to consider is how you conduct yourself and your business during a crisis or a situation. You should be honest, transparent, and accountable for your actions and statements, and avoid any misleading, deceptive, or unethical practices. You should also be respectful, empathetic, and compassionate towards the people affected by the crisis or situation, and avoid any exploitation, manipulation, or discrimination. You should also be responsible, responsive, and proactive in addressing any issues or concerns that may arise from your pitch or your story, and communicate clearly and promptly with the journalists and the audience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?