Even in these unprecedented times many media outlets are still receptive to news stories, forward features and thought-leadership articles.

Of course, gauging the mood is the correct thing to do, so striking a balance to help maintain your brand awareness without being insensitive is important. These three approaches could help you do so.

Industry specific

The majority of Red Marlin’s clients are in the automotive sector, from classic cars to tyres to online parking, for instance.

Being so, there are a variety of publications specific to their needs that need industry tailored content to fill their websites or magazines.

While we have particularly close contacts with the motoring press, it is probably true to say that nearly all industries have sector orientated press, so it’s worth spending the time seeing which trade journals are best suited for your business needs.

Even if you don’t have your article printed then building a dialogue with the publication, online news source, etc, could pay dividends in the future.

Indeed, many of these publications are also planning for months in advance, so it’s worth having a look at their forward features guides to see if you can send them an article for future publication.

Don’t hold the front page

There are various tactics to create interesting news stories that are not time sensitive.

Indeed, providing this type of content allows publications to store them for use when they feel the time is right. In fact, it is not uncommon for press releases to appear as news stories some six months after they were first issued.

One proven tactic is using a survey as the basis for a press release. Whether you want the survey linked to your industry, or for a wider appeal, is your decision. However, they provide quantitative data that is reliable, newsworthy and will stand the test of time.

Reach out

As well as a direct approach with a news story, building a relationship with a publication, online news sites, influencers, etc, can have long-term benefits.

Take the time to understand who their audience is, what content they need and when they need it.

Don’t be afraid to pick up the phone and ask them directly what their current challenges are, as they will probably also be working differently, and see if you can be of any assistance.

If you have any external, or internal, communications requirements at present then please get in touch by emailing us at hello@redmarlin.co.uk.