The pandemic has exacerbated the crisis in journalism, as in many other areas, which has also brought new challenges to communicating with the media for professionals in the communications sector. The media now has less space, and journalists are increasingly busy and fewer.
It is, therefore, essential to consider what is really important to become a topic into news, namely topicality, importance, proximity (physical or emotional) and what is of interest to the journalist's audience.
An interview or an article in the media is one of the most effective forms of communication for companies or organisations, especially in times of crisis. They allow messages to be reach to a broad audience, generate debate, provide credibility, are a vital source of information, and can be a way of emphasizing success and strengthening a brand reputation. Which can be useful in a crisis.
A crisis is an unexpected event that is beyond leaders' control and impacts and affects how stakeholders perceive the business or organisation. A significant increase in media pressure characterises it, as there is very little information that journalists want to provide to their audience, and it can reduce the organisation's credibility and reputation.
The biggest issue is that it can create a negative perception among the various stakeholders about the responsibility of the company and its leaders concerning the situation that has arisen.
Therefore, it is increasingly important to have relevant and interesting content and stories, especially when we are trying to communicate amid a pandemic. We must be able to drown out the existing noise with stories relevant to those who write and, above all, to those who read them.
Consultants must be closer to brands and companies and get the most out of their content. Only those who can reinvent themselves will remain relevant in times of crisis.
