We are working on a PR announcement that is not related to COVID-19. Should we continue with issuing the press release or hold off?

This was at first a tricky question, however after discussing with our team and consulting with some trusted journalists our advice is to hold off if it is not truly breaking news and/or it doesn’t have a genuine link to the current situation.

  • Don’t be opportunistic: Avoid making tenuous Coronavirus related announcements that do not have a clear connection as it will look opportunistic
  • Monitor the headlines over the next few weeks and determine if you think there is appetite for your story

Consult with trusted journalists in your sector to gauge their interest.