Using the Coronavirus

Because of the coronavirus, no question this is a challenging time for all of us. In fact, for me, I can honestly say it is a time like I have never known before in my lifetime. I bet many others can say the same. One group of folks for whom this has been particularly challenging are publicists - those men and women whose job it is to generate press coverage for their clients. For these professional communicators, getting their client's name in the paper or picture on television is their day-in and day-out mandate. Nowadays, of course, that challenge is taking a big backseat to the coronavirus. The focus of the media and general public is on the virus. Understandably so.   

Even though the coronavirus remains the dominating entity in our lives and is what is largely driving the attention of the media, the charge of the publicist remains very much on the table. Whether their client is a person such as a celebrity or candidate for office or an organization or business such as a university or retail outlet, the publicist still has work to do. What can they do to generate media interest in their client at a time when all eyes are on a specific issue - the virus? Here's the good news: The answer is easy. The difficult part is carrying out the answer.

These days, the only thing that is going to divert the media's attention from the coronavirus would be a Martian invasion. Given that, publicists should be devising ways to link their client to the virus. Example: If you work at a university, then perhaps you have faculty members who can assess the economic impact of the virus on their regional economy. If you work for a retail store, then perhaps the outlet can offer special hours for senior citizens. (Trader Joe's is one franchise that is currently doing this.) In other words, publicists should identify ways to ride on the coattails of the virus. There is nothing unethical about this. Taking advantage of whatever is "hot" is but one tool in the kit of all publicity agents.