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| The Art of the Pitch in the Midst of a Pandemic | The Art of the Pitch in the Midst of a Pandemic |
| (2 months later) | |
| LOS ANGELES — Millions of people had started to shelter in place. The global economy was cratering. Coronavirus-panicked shoppers were clawing at each other over toilet paper. | LOS ANGELES — Millions of people had started to shelter in place. The global economy was cratering. Coronavirus-panicked shoppers were clawing at each other over toilet paper. |
| But apocalypse be darned. Ashley McCormick, a fashion publicist at Ragdoll PR in Los Angeles, had a product to promote. “Forget everything you’ve ever heard about latex,” her March 19 email to lifestyle journalists began. | But apocalypse be darned. Ashley McCormick, a fashion publicist at Ragdoll PR in Los Angeles, had a product to promote. “Forget everything you’ve ever heard about latex,” her March 19 email to lifestyle journalists began. |
| She was not referring to gloves. | She was not referring to gloves. |
| “Latex has become an inescapable fashion sensation, with designers creating unique and innovative looks for both on and off the runway,” Ms. McCormick wrote, citing Bella Hadid and Kim Kardashian West as celebrity devotees. “But jumping straight into a full latex look may seem intimidating. So why not test the waters first with sexy & seductive latex lingerie? Our luxury lingerie line, Anya Lust, is the perfect place to find all your latex lingerie needs.” | “Latex has become an inescapable fashion sensation, with designers creating unique and innovative looks for both on and off the runway,” Ms. McCormick wrote, citing Bella Hadid and Kim Kardashian West as celebrity devotees. “But jumping straight into a full latex look may seem intimidating. So why not test the waters first with sexy & seductive latex lingerie? Our luxury lingerie line, Anya Lust, is the perfect place to find all your latex lingerie needs.” |
| At first glance, Ms. McCormick’s note, forwarded to me by a nonplused recipient, came across as offensively extraterrestrial. What planet was this person living on? Then I felt an emotion approaching compassion: She was just doing her job. | At first glance, Ms. McCormick’s note, forwarded to me by a nonplused recipient, came across as offensively extraterrestrial. What planet was this person living on? Then I felt an emotion approaching compassion: She was just doing her job. |
| The undergarment makers of the world have payroll to make too. So do boutique public relations agencies. Fashion magazines have pages to fill; online influencers have beauty trends to discover. | The undergarment makers of the world have payroll to make too. So do boutique public relations agencies. Fashion magazines have pages to fill; online influencers have beauty trends to discover. |
| Just how do you go about promoting nonessential products (celebrities, linoleum, jewelry, $230 latex thongs) at a time of death counts and soaring unemployment and improvised hospitals? A single ill-considered post on social media could result in tar and feathers — both for companies and for brand-name people, as David Geffen discovered with his Instagram salutation from self-isolation in the fancy-pants Grenadines. | Just how do you go about promoting nonessential products (celebrities, linoleum, jewelry, $230 latex thongs) at a time of death counts and soaring unemployment and improvised hospitals? A single ill-considered post on social media could result in tar and feathers — both for companies and for brand-name people, as David Geffen discovered with his Instagram salutation from self-isolation in the fancy-pants Grenadines. |
| Even Wonder Woman got it wrong: Gal Gadot’s now-infamous coronavirus video, which found her and a flock of celebrity chums warbling “Imagine,” will likely haunt her (and us) forever. | Even Wonder Woman got it wrong: Gal Gadot’s now-infamous coronavirus video, which found her and a flock of celebrity chums warbling “Imagine,” will likely haunt her (and us) forever. |
| There wasn’t a single publicist around to body-block that thing? | There wasn’t a single publicist around to body-block that thing? |
| “How brands appear to the world during this pandemic could impact how people see them for years to come, good and bad,” said Lauren Reed, the founder of Reed Public Relations, a firm in Nashville with dining, tourism and fitness clients, among others. | “How brands appear to the world during this pandemic could impact how people see them for years to come, good and bad,” said Lauren Reed, the founder of Reed Public Relations, a firm in Nashville with dining, tourism and fitness clients, among others. |
| As the pandemic began to escalate in mid-March, Ms. Reed started a free hotline for small businesses looking for communications advice. Callers have included a cosmetic surgery center and a furniture maker. | As the pandemic began to escalate in mid-March, Ms. Reed started a free hotline for small businesses looking for communications advice. Callers have included a cosmetic surgery center and a furniture maker. |
| “We’re finding that a lot of people are totally lost,” she said. | “We’re finding that a lot of people are totally lost,” she said. |
| Howard Bragman, the Hollywood publicist and crisis communications expert, warned that ham-handed efforts to tie products to the pandemic could do as much brand damage as charging forward as if the world had not changed at all. | Howard Bragman, the Hollywood publicist and crisis communications expert, warned that ham-handed efforts to tie products to the pandemic could do as much brand damage as charging forward as if the world had not changed at all. |
| “We’re all getting these marketing messages in our feeds that feel really gross — trying to sell us things we don’t need by slapping on an ‘in these difficult times’ at the start of the pitch,” Mr. Bragman said by phone. “I understand that people are worried about their businesses, and rightly so. It’s awful. But my personal belief is this: It’s OK to say nothing for a while.” | “We’re all getting these marketing messages in our feeds that feel really gross — trying to sell us things we don’t need by slapping on an ‘in these difficult times’ at the start of the pitch,” Mr. Bragman said by phone. “I understand that people are worried about their businesses, and rightly so. It’s awful. But my personal belief is this: It’s OK to say nothing for a while.” |
| Ms. McCormick was far from alone in pushing ahead with her promotional duties. A few hours after her pitch went out into the world, American-Brazilian Body Waxing, a Miami salon, sent a jolly email to clients to unveil a new social media account. (“Follow us on Instagram!”) | Ms. McCormick was far from alone in pushing ahead with her promotional duties. A few hours after her pitch went out into the world, American-Brazilian Body Waxing, a Miami salon, sent a jolly email to clients to unveil a new social media account. (“Follow us on Instagram!”) |
| A socially conscious fashion company, Able, publicized a sale on earrings and apparel — a way to “keep things classy” while social distancing. (Worried about looking good on Zoom work meetings? Just remember: “Business on top, comfort on the bottom.”) | A socially conscious fashion company, Able, publicized a sale on earrings and apparel — a way to “keep things classy” while social distancing. (Worried about looking good on Zoom work meetings? Just remember: “Business on top, comfort on the bottom.”) |
| Krista Ritterhoff, a publicist at Bullfrog + Baum, a New York agency, emailed a reporter she did not know — twice — in hopes of generating attention for Singapore as a “Westworld” shooting location. “Hope all is well!” her March 20 note started. | Krista Ritterhoff, a publicist at Bullfrog + Baum, a New York agency, emailed a reporter she did not know — twice — in hopes of generating attention for Singapore as a “Westworld” shooting location. “Hope all is well!” her March 20 note started. |
| Silent scream: All is actually the exact opposite of well! | Silent scream: All is actually the exact opposite of well! |
| Clint Morris, who runs October Coast Publicity in Burbank, Calif., got in touch with me to offer an interview with an actress. “Please let me know if you’d like to talk to Jamie Bernadette (‘I Spit on Your Grave: Deja Vu’) for her new film ‘Dead by Dawn,’ releasing in April,” he wrote in an email. “Happy to coordinate!” | Clint Morris, who runs October Coast Publicity in Burbank, Calif., got in touch with me to offer an interview with an actress. “Please let me know if you’d like to talk to Jamie Bernadette (‘I Spit on Your Grave: Deja Vu’) for her new film ‘Dead by Dawn,’ releasing in April,” he wrote in an email. “Happy to coordinate!” |
| A little too on the nose, perhaps. | A little too on the nose, perhaps. |
| Ms. Ritterhoff, the high-spirited Singapore slinger, declined to comment. Mr. Morris said: “Like everyone else, we’re a little frightened — the pandemic, the uncertainty of the entertainment business — but the show has to go on. People need entertainment and distraction right now, so we can help with that.” | Ms. Ritterhoff, the high-spirited Singapore slinger, declined to comment. Mr. Morris said: “Like everyone else, we’re a little frightened — the pandemic, the uncertainty of the entertainment business — but the show has to go on. People need entertainment and distraction right now, so we can help with that.” |
| Updated June 5, 2020 | |
| A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study. | |
| The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April. | |
| Mass protests against police brutality that have brought thousands of people onto the streets in cities across America are raising the specter of new coronavirus outbreaks, prompting political leaders, physicians and public health experts to warn that the crowds could cause a surge in cases. While many political leaders affirmed the right of protesters to express themselves, they urged the demonstrators to wear face masks and maintain social distancing, both to protect themselves and to prevent further community spread of the virus. Some infectious disease experts were reassured by the fact that the protests were held outdoors, saying the open air settings could mitigate the risk of transmission. | |
| Exercise researchers and physicians have some blunt advice for those of us aiming to return to regular exercise now: Start slowly and then rev up your workouts, also slowly. American adults tended to be about 12 percent less active after the stay-at-home mandates began in March than they were in January. But there are steps you can take to ease your way back into regular exercise safely. First, “start at no more than 50 percent of the exercise you were doing before Covid,” says Dr. Monica Rho, the chief of musculoskeletal medicine at the Shirley Ryan AbilityLab in Chicago. Thread in some preparatory squats, too, she advises. “When you haven’t been exercising, you lose muscle mass.” Expect some muscle twinges after these preliminary, post-lockdown sessions, especially a day or two later. But sudden or increasing pain during exercise is a clarion call to stop and return home. | |
| States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people. | |
| Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. | |
| Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. | |
| If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) | |
| Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications. | |
| The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing. | |
| If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. | |
| If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested. | |
| Greta Kovacs Schmid, the owner and chief executive of Ragdoll PR, responded on Ms. McCormick’s behalf. “We are doing the best we can to remain sensitive in content and approach,” Ms. Kovacs Schmid said. “Most of our clients are small businesses and are really struggling from the pandemic, as most companies currently are, so now more than ever is it important for us to pitch.” | Greta Kovacs Schmid, the owner and chief executive of Ragdoll PR, responded on Ms. McCormick’s behalf. “We are doing the best we can to remain sensitive in content and approach,” Ms. Kovacs Schmid said. “Most of our clients are small businesses and are really struggling from the pandemic, as most companies currently are, so now more than ever is it important for us to pitch.” |
| And the response from editors and influencers? | And the response from editors and influencers? |
| “We’ve actually seen a dramatic increase in responses to our pitching efforts,” she said. “We’ve chatted with many close editor contacts who let us know they still want us to keep pitching. They understand this is our job, and we’re just trying to keep our company and our clients’ companies afloat.” | “We’ve actually seen a dramatic increase in responses to our pitching efforts,” she said. “We’ve chatted with many close editor contacts who let us know they still want us to keep pitching. They understand this is our job, and we’re just trying to keep our company and our clients’ companies afloat.” |
| Fair enough. | Fair enough. |
| Some agencies, however, have taken a more cautious approach. Fitz & Co., with a client list that includes Art Basel and Gagosian, stopped pitching media outlets as soon as the coronavirus started to spread in the United States, according to its founder and chief executive, Sara Fitzmaurice. | Some agencies, however, have taken a more cautious approach. Fitz & Co., with a client list that includes Art Basel and Gagosian, stopped pitching media outlets as soon as the coronavirus started to spread in the United States, according to its founder and chief executive, Sara Fitzmaurice. |
| “You need to pause and strategize — how can we help clients be relevant, genuinely relevant, at a time when everyone is absolutely terrified,” she said. Ms. Fitzmaurice pointed to Art Basel Hong Kong, which was canceled in early February as the coronavirus surged in China; the art fair introduced online viewing rooms instead. | “You need to pause and strategize — how can we help clients be relevant, genuinely relevant, at a time when everyone is absolutely terrified,” she said. Ms. Fitzmaurice pointed to Art Basel Hong Kong, which was canceled in early February as the coronavirus surged in China; the art fair introduced online viewing rooms instead. |
| “Part of our job is to coach clients through this crisis,” she said. “We start by looking at the absolute worst-case scenario and work our way back from there.” | “Part of our job is to coach clients through this crisis,” she said. “We start by looking at the absolute worst-case scenario and work our way back from there.” |
| Weber Shandwick, a public relations giant that works with brands including Royal Caribbean, Bud Light and GlaxoSmithKline, sent a memo to staffers on March 13 that urged caution. “Closely review all potential media pitches and social content for risk, backlash and insensitivity before sending,” Michael Wehman, a senior Weber Shandwick executive in New York, wrote in the memo, which was published by Business Insider. | Weber Shandwick, a public relations giant that works with brands including Royal Caribbean, Bud Light and GlaxoSmithKline, sent a memo to staffers on March 13 that urged caution. “Closely review all potential media pitches and social content for risk, backlash and insensitivity before sending,” Michael Wehman, a senior Weber Shandwick executive in New York, wrote in the memo, which was published by Business Insider. |
| Mr. Wehman, who did not respond to a request for comment for this article, listed his recommendations using bullet points: | Mr. Wehman, who did not respond to a request for comment for this article, listed his recommendations using bullet points: |
| “Prioritize: Favor actions and stories that address public needs, not just short-term brand goals. Empathize: Treat media like the people they are.” | “Prioritize: Favor actions and stories that address public needs, not just short-term brand goals. Empathize: Treat media like the people they are.” |
| Gee, thanks. | Gee, thanks. |
| But stay ready to pounce, he advised, noting that “people may become overwhelmed by the 24/7 news cycle and will seek out ‘breaks’ or ‘softer’ stories for comfort and distraction.” | But stay ready to pounce, he advised, noting that “people may become overwhelmed by the 24/7 news cycle and will seek out ‘breaks’ or ‘softer’ stories for comfort and distraction.” |
| Like now. | Like now. |