{"id":2827,"date":"2020-05-26T11:12:06","date_gmt":"2020-05-26T11:12:06","guid":{"rendered":"https:\/\/www.traverse-events.com\/blog\/?p=2827"},"modified":"2020-05-26T15:49:01","modified_gmt":"2020-05-26T15:49:01","slug":"pitching-and-relationships-in-the-time-of-covid-19","status":"publish","type":"post","link":"https:\/\/www.traverse-events.com\/blog\/how-tos\/pitching-and-relationships-in-the-time-of-covid-19\/","title":{"rendered":"Pitching and Relationships in the time of COVID-19"},"content":{"rendered":"\n

A few weeks back, we hosted a virtual panel on \u2018Pitching and Maintaining Brand Relationships in the Time of COVID-19.\u2019 We were delighted to be joined by Amy Skelding, Senior Partner at Brighter Group<\/a> and Barry Johnston Account Director at Gosh PR<\/a>, as well as Des Burke who represents the DMO Tourism Ireland<\/a> as their Publicity Executive. <\/p>\n\n\n\n

In this \u201cunprecedented\u201d situation we find ourselves in, it has been a really uncertain time for digital content creators, particularly those in the travel industry with campaigns and paid projects being postponed or cancelled entirely. <\/p>\n\n\n\n

We’ve put together this blog post to share some of the key questions that were put to the panel and the main takeaways from our guests who speak from both a DMO and PR perspective.<\/p>\n\n\n\n

Header image: Photo by Allie<\/a> on Unsplash<\/a><\/em><\/p>\n\n\n\n

Do brands and PR agencies still want to hear from content creators at the moment?<\/strong><\/p>\n\n\n\n

The short answer here is yes! Obviously however, as Barry reminds us, brands and DMO\u2019s marketing budgets would have been slashed massively, if not completely. Creators should be understanding of this, and will need to be flexible and realistic when pitching to brands and PRs. <\/p>\n\n\n\n

While brands and agencies are still eager to hear from creators, any new or cold pitches should be approached carefully and should be well thought out. Make sure to highlight your value as a creator because now more than ever (with these reduced marketing budgets) investment has to really be worth their while. <\/p>\n\n\n\n

Something that was highlighted during the discussion was the importance of maintaining relationships, so that as and when any opportunities for PR’s clients do arise, they have that influencer network readily available to reach out to. Make sure to drop an email to any existing contacts and highlight any ways you’ve pivoted or adapted your content to be relevant.<\/p>\n\n\n\n

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What is the kind of thing you do and don\u2019t want to hear from content creators?<\/strong><\/p>\n\n\n\n

A good pitch is one that shows a lot of passion and research.<\/em> Research is key here so ensure that you\u2019ve done your homework, you know who you are pitching to and you know not just about the destination (or brand) but the current environment. <\/p>\n\n\n\n

“A good pitch is one that shows a lot of passion and research.<\/em>“<\/p><\/blockquote>\n\n\n\n

Amy Skelding suggests that going forward the trends indicate that we will travel with more purpose and with a greater importance placed on sustainability. Are there was you can focus your content on being more eco-friendly and communicate this to your audience and new clients? Don’t forget to look at the trends, and the recovery strategies of DMOs.  <\/p>\n\n\n\n

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It’s also important to ensure that you are still sounding authentic too for your audience, as there are some really inauthentic ads and brand partnerships that we’ve all seen. While we understand the importance of getting paid work now more than ever, make sure it\u2019s done in a way that’s in keeping with your channel – stay on brand and true to what you are. Be sensitive about the content you\u2019re publishing and try to keep it genuine for your audience.<\/p>\n\n\n\n

What are the best ways for creators to \u201cdo their research\u2019?<\/strong><\/p>\n\n\n\n

Website and social channels are a good place to start. Follow the social channels of that brand or destination. Subscribe to PR\u2019s mailing lists or media databases, to find out about the latest goings-on. <\/p>\n\n\n\n

Des highlights the importance of taking time to look online at resources such as Ireland.com<\/a> or tourismireland.com<\/a> for inspiration and to learn more about current news and trends in particular destinations. <\/p>\n\n\n\n

What\u2019s the best way to be on a brand\/PR\u2019s radar in a positive way once this is all over? <\/strong><\/p>\n\n\n\n

If you are at all able, one of the best ways to stay on people’s radar in the current climate is to engage on social channels with brands and destinations. Be sure to put out any old or unused content you may have (from previous trips, or recreating travel to the destination or a favourite dish, for example) to show support and solidarity. <\/p>\n\n\n\n

If you show a bit of willing to potential clients, they are much more likely to show willing back as and when they have the budget to allocate.<\/p>\n\n\n\n

Michael, moderator of the panel and Founder of Traverse, enforces the point that if you show a bit of love to these great clients such as posting any pictures from past trips, it will really be appreciated at the moment and won\u2019t go unnoticed. <\/p>\n\n\n\n

The key messages were to have empathy and sympathy for the situation – be sensitive and thoughtful with the messaging of your content. <\/p>\n\n\n\n

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