What Are Brands Doing?

How are brands getting their stories on television? Does the media interest voiced in surveys match their actual interest when it comes to scheduling interviews with actual spokespeople? How is technology helping to put brand stories on television?

We address those questions in this issue of COVID-19 Media Guide for PR Pros. We put the “media interest” question to the test in one day of pitching a lifestyle story on creating relaxing spaces in your home to help you relax. The result? 23 earned media interviews were booked in one day of pitching. This “new normal” far outstrips what expected results would have been before the crisis.

The demand is there, but how are media tours handled with limits on travel and shelter in place requirements?

Here’s how they work: From anywhere in the world, and from the comfort and safety of their own homes, spokespeople are able to connect with our control room via Skype, Zoom or WebEx and are then connected via satellite to TV stations around the country. Clients are able to tune in via a web stream to provide feedback and engage in the process.

Finally, when brands don’t have a spokesperson available or the budget to own their own story, we are seeing an increased interest in partnering with lifestyle, technology, and wellness experts who share how products and services are helping to make lives easier during this difficult time.