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Analysing the media: Have we reached peak COVID-19?

As PRs, it’s our job to navigate the media landscape on behalf of the brands we represent. It’s a job that takes skill and a deep understanding and balancing of the requirements of clients, journalists, the public. There are times when the media fiercely reports certain stories – Brexit, elections, Ebola. And then came COVID-19.

Every vertical and national publication is devoting serious column-inches to the subject – it’s the biggest heath and economic crisis in living memory. Our job is to advise clients on how they act and message. It is also our job to advise them on what they say to whom. This shines a spotlight on media relations.

COVID-19 has an impact on how we approach media relations, but does it mean every story has to relate back? There’s a clear tightrope we are walking. What brands do and say now in the media will be on public record when we return to the “new normal”. Their reputation will be determined by this period of media relations. Those seeking coverage by inauthentically jumping into COVID-19 stories will cause themselves damage.

As media relations pros, you’ll have strong journalist contacts to ask what they are looking for, but it’s important to understand the whole picture. We analysed 7,000 articles written over the past two months to find out exactly what’s going on in the media.

It’s a varied picture. Certain industries are dominated by COVID-19. Within the verticals, Travel Weekly and Retail Week are still devoting 90% and 84% of output to COVID-19. The travel press, unsurprisingly, makes for glum reading. But retail is a place of extremes – from bankruptcy as stores remain closed, to grocers announcing record sales.

At the other end of the spectrum is B2B technology. Only a third of their coverage is coronavirus-related. Paul Kunert, the UK editor of The Register, stated that “although we have dedicated column inches to COVID-19, we have steered clear of scare stories and are reporting on the industry impact.”

That’s the key takeaway – journalists are happy to have more clarity on the impact to their industries, but don’t shoehorn in the virus story.

There’s a further question: Are we past “peak COVID-19” in the media? I’m sure PRs will be pleased to hear the answer is yes. There are 10% fewer articles about COVID-19 being written now compared to a month ago:

When deciding where to pitch your story, select carefully. In the mainstream media, BBC News is mentioning Coronavirus in three-quarters of its output currently. By comparison, the Daily Mail is focusing only half its output on the subject. The Guardian sits in the middle.

It’s clear that COVID-19 is going to be a focus for some time to come. Understanding the canvas you are working on is a critical part of the job. There’s a clear thirst in certain sectors for business as usual headlines. Brands need to keep communicating beyond the Coronavirus headlines for the good of the economy when we emerge, albeit with more sensitivity.