COVID-19: Media outreach during the pandemic

As the impact of COVID-19 continues to unfold, we wanted to provide you with an update to help inform your communications planning for earned media.    

Media Pick Up 

We are continuing to see media use of article, radio and video content as we appeal to the lifestyle section of the media cycle. As we are in constant contact with media and monitoring for pickup we will pass on any relevant feedback as we receive it that can help with your current and future planning.  

In Comparison | Media’s Usage of Content during H1N1 in 2009 

As a company that distributes a large volume of content, we review on a regular basis media usage and trends. During the H1N1 pandemic in 2009, we saw a 30% increase in media usage of our clients content where clients on average achieved 13% more coverage than they did in the previous period examined (March 1, 2008 to Feb 28, 2009 vs March 1, 2009 to Feb 28, 2010).  

What does this mean for your company or client? 

Our in-house media monitoring team is closely reviewing media coverage daily. At this time, the media continue to look for lifestyle content to publish in print and online; radio stations will also be looking for a break from continuous COVID-19 coverage. The media’s resources are stretched more than ever and need content to fill their pages and airways.  

Below are content ideas that have been successful as well as the reach of our earned media outreach.  

Content Ideas | Here are examples of the top used articles in 2019.  

Click on the hyperlink to see the article content.  

Minor renovations that make a major difference  302 clips ​

Impress your guests with the right interior 282 clips​ 

3 big décor trends for fall 2019 228 clips​ 

Easy DIY projects for a healthier home 219 clips​ 

Renovating your home? Ask yourself these 8 questions first 217 clips​ 

Cooking up the latest kitchen trends 201 clips​ 

The hottest bathroom looks this year 192 clips​ 

Think twice before borrowing against your home equity 190 clips ​ 

How to create a pet-friendly garden 186 clips​ 

Want to know more about planning for your client’s specific industry and key messages? 

Reach out to us (your account representative or Victoria Procunier, VP Sales & Marketing, Earned Services,  vprocunier@fifthstory.com) so we can better provide insights and suggestions targeted to your needs.  

At a Glance | Fifth Stories Earned Media Reach
A Bilingual Earned Multimedia Opportunity 

Fifth Story distributes content to the following media across Canada 

• 300 Radio Stations 
• 32 Daily Newspapers​ 
• 247 Community Newspapers 
• 395 Media Websites 
• 90 Magazines
• 714 Blogs 

Average Results by Medium in 2019 for a national bilingual campaign 

Articles​: Clip average 82​, audience reach 5.2 million​ 

Radio​: Average on airs 51, average audience reach 1.85 million​ 

Video​: Average posting 26​, average reach 9.5 million ​ 

Measurement and Analysis

Contact Jenny Cruxton jcruxton@fifthstory.com if you need information on using Media Ratings Points (MRP), a measurement and analysis tool, to track and evaluate earned, paid, shared and owned coverage. 

Working with Fifth Story 

Our team continues to be available by phone or email to answer any questions and provide specific insights into yours or your client’s communication needs.  

For clients who currently have programs running we will continue to monitor your program results and advise on an individual basis. Please reach out to your account representative if you have any questions. 

We understand this is an uncertain time for everyone and we are here to continue to support you with your content needs.