The COVID-19 pandemic has affected everyone around the globe, including public relations (PR) professionals trained to respond to crises.
However as more people started to turn to social media for news articles for information and looking for distractions, COVID-19 has brought Americans online like never before.
Without further ado, let’s explore more about the PR industry, and the state of public relations in 2020 and how it has evolved due to the COVID-19 pandemic.
49% of PR professionals in this survey reported that clients reduced their PR budget as a result of the COVID-19 pandemic.
On the other side, 21% increased their PR spending, signaling that some business owners understand how critical it is to communicate with customers in this current climate.
The chart below shows the state of public relations
As shown 36% of clients had canceled their contracts with the average public relations agency.
This chart shows how COVID-19 changed clients’ behaviors
As reported public relations professionals considered pitches related to COVID-19 to be 2.3 times more effective than pitches unrelated to the pandemic.
Moreover, since March 1, 2020, 62% of paid and earned media pitches referenced COVID-19. On the other side, a percentage of 36% and 37% reported response and open rates have declined, respectively, though public relations pros have increased their pitch rate since March.
Here are the top 5 pitch tactics amid COVID-19:
Here is a chart for the most targeted verticals for pitches amid COVID-19,
Make sure to take a deeper look at the full state of public relations amid COVID-19 insights.