Why Is Your Story Getting Lost in the Coronavirus Crowd?

You’ve probably seen – and chuckled at – this video that shows how every commercial airing on television these days seems to look and sound the same.

I know I’ve started to tune out ads that start with somber piano music and include the phrase “during these uncertain times.”

Message fatigue is real right now, my friends, and it extends far beyond TV spots.

During the early days of the pandemic, organizations that were quick to provide practical information and advice related to Covid-19 saw a spike in email open rates and web traffic and were likely to get their stories picked up in the media.

Today, it’s a different story. Open rates are plummeting for a lot of groups – and pitches are getting lost in the sea of news releases and emails that are hitting the inboxes of reporters and editors.

If this is happening to you, it’s likely because your content sounds a lot like everyone else’s.

You have two choices. You can keep trying the same tactics. Or you can adapt.

If adapting is your preferred choice, I recommend making sure your pitches or newly published stories answer one or more of these questions:

Does it tell a compelling human story?

It’s not enough to show how you’re helping people through the pandemic. To stand out, it’s important to weave in a story -- preferably one that focuses on an individual who is being helped or who is persevering against the odds.

This is true for your content – and especially for news pitches. Reporters are clamoring for opportunities to put a face on Covid-19. If you can help them do that, you have a better shot at breaking through.

The team behind Get Shift Done for North Texas was able to get their story told in The Wall Street Journal because they were able to connect reporters with a person who had a compelling story to tell.

Is this really timely?

The news cycle is turning over faster than ever these days. Stories and angles that were timely this morning might already be yesterday's news.

If you weren’t ready to make a statement about the dangers of disinfectants last Friday, you missed the chance.

If you're trying to hook your story to something current, prepare to move quickly.

Does this offer hope?

Uplifting stories are in short supply these days. If you have one, run with it.

Does it look ahead?

Does what you’re saying provide a roadmap for the future or offer practical advice for addressing a truly pressing question? If it doesn’t, you might get ignored.

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Finally, on a somewhat unrelated note, hang in there. 

We’re all feeling exhausted by what’s happening in our lives and in the world around us right now. So make sure you give yourself a break if things don’t always go as planned.

Not every story and pitch is going to land … especially during these uncertain times.