Pitch Perfect: Thoughtful Insights for Pitching During Times of Uncertainty

In moments of uncertainty (and boy, are we all facing many as a collective in 2025)—be it a natural disaster, a global health crisis, socio-economic uncertainty, geo-political unrest, or industry-wide layoffs—one question looms large for PR professionals and communicators: Should we be pitching?

At Modern Currency, we understand that navigating multiple major news events requires a thoughtful strategy and a tactful, measured, nuanced approach. Founder & President Meghan Patke and Vice President Jordan Robinson , with over 30 years of combined expertise, share practical insights on managing communications during times of crisis:

📰  Navigating a Hard News Cycle

The media landscape evolves by the minute, especially during major events, and is hinged upon real-world events and their impact on public sentiment. Before pitching, ask yourself: Does this story add value or contribute meaningfully to the current conversation? Thoughtful, timely context ensures your outreach lands with impact and avoids missing the mark. Don’t forget to be a human, first.

⏰ Sensitivity Litmus Test

Before pitching during a crisis, ask yourself: Is this appropriate right now? Could it come across as tone-deaf? Has the journalist been personally affected? If something feels off, it probably is. Pause, reassess, and adjust accordingly.

📍 Know Your Audience

Where are they based, and what’s happening in their world? Stay informed about current happenings and industry shifts, follow along on their social platforms where appropriate so you can learn from and lean into your relationships to guide your approach and communications style. Sometimes, the best move isn’t a pitch but a thoughtful, “Hope you’re doing okay” email to simply say hello. In this transactional era, forming genuine bonds with the journalists you collaborate, dine, and travel with leads to much more meaningful relationship-building and ROI down the line.

💡 Empathetic Communication

Remember, journalists are people too—and that life is a juggling act. Our media friends are balancing several deadlines and work duties with their personal obligations, often during challenging times. Approach your pitches with care, lead with value, and prioritize relationships over quick wins. Let’s keep the long game in mind.

✂️ Less is More

Oftentimes, a well-crafted pitch consists of just a few thoughtful and detail-oriented sentences and a timely and compelling hook that will catch a journalist or editor’s eyes. Being mindful of a journalist’s time is the best policy, always. In the spirit of always being of service and of value, your pitch should also include relevant links and imagery so you’re not having a journalist chase you down or follow up. The more you make their lives easier = the more your own becomes.

🔄  Adapting with Agility

In crisis situations, plans often change on the hour—and so should your strategy. Stay nimble, adjust quickly, and focus on the long game. Being responsive and adaptable is what sets top communicators apart.

🔑 The Takeaway

For communication professionals, sometimes the most strategic decision is knowing when to pause. Save these tips for your next team discussion—they might just be the key to striking the right tone when it matters most.