Survey respondents described the need to cover COVID-19 as “overwhelming” (Lisa Henderson, editor in chief, Pharmaceutical Executive), adding that they feel “swamped” (Marilynn Marchionne, chief medical writer, Associated Press) by the “all-encompassing” need to keep up with coronavirus-related developments (Natalie Grover, reporter, Endpoints News). Editors from The Wall Street Journal and The Atlantic recently said they view COVID-19 coverage as a “marathon.”
At the same time, journalists are becoming selective about COVID-19 coverage. To quote Natalie Grover, “We’re not going to cover every COVID-19 announcement—the first few announcements were obviously important. Now there must be close to 100 odd companies looking at doing something to help with the crisis.”
Insight
Companies should be aware that not every story, even if linked to COVID-19, will be deemed relevant. Given the glut of rumors, conspiracy theories and false promises, journalists are wary of COVID-19 pitches. One way to stand apart is to provide credible resources and third-party validators for your COVID-19 approach. Natalie Grover cited the importance of credible resources such as “independent academics (virologists, epidemiologists, etc.), policy experts and doctors to make sense of advancements being announced.
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