The power of good news stories during COVID-19
In the midst of the COVID-19 pandemic, the power of good news stories has become increasingly evident. TrizCom PR, a specialist in crisis communications, has witnessed firsthand the impact of positive narratives during these challenging times. While the agency has dealt with numerous crises in the past, the pandemic presents a unique set of circumstances that demand a different approach. Unlike other disasters, the COVID-19 crisis is unpredictable, leaving people uncertain about when life will return to normal. The constant stream of gloomy news takes a toll on mental health, making uplifting stories of kindness and support all the more important. Brands must recognize the significant impact they can make by sharing the good work they are doing, and showcasing acts of kindness by their employees and vendors. Audiences are craving these stories, and platforms like My Sweet Charity and Voyage Dallas are actively seeking exclusive good news stories to share with their readers. National outlets like Good News Network also provide opportunities for positive stories to be shared and celebrated. These narratives not only resonate with the community but also serve as excellent human-interest stories. They have the power to engage and inspire prospective employees, foster positive company culture, and generate goodwill and gratitude. TrizCom PR encourages brands to uncover their own feel-good stories and witness the transformative effect they can have. In these unprecedented times, sharing stories of hope and compassion can make a real difference.
Why The Media Needs Good News Stories
As crisis communications is a TrizCom PR specialty, the firm has worked on every type of crisis case imaginable. From 9/11 to the Boston Bombing to Katrina and Rita, TrizCom PR has been at the forefront of its partner’s messages and headlines for C-suite misconduct, road rage, assaults, manslaughter, fraud and on and on. Before, it was easy to say that there hadn’t been a crisis case the team at TrizCom PR hadn’t worked on—until the COVID-19 pandemic.
Why Covid-19 Is Different Than 9/11
Throwing the world for a loop, a crisis of this scale hasn’t been worked on by many PR firms including TrizCom PR. It’s affected every single American, and many have been touched personally by COVID-19, most noticeably by the social distancing guidelines put in place by the CDC and local health officials. We do this to protect each other and to flatten the curve of an extremely unfamiliar virus, but it’s changed our quality of life, and there are not many comparable situations just like it.
While other natural disasters have flipped the United States, and the world, upside down, the pandemic has been unpredictable. With other natural disasters, we knew that flood waters would lower, and cleanup would begin; we knew that buildings would be restored or rebuilt after rapid winds caused their destruction. However, no one knows when we will go back to normal. It could be a few weeks from now, or it could be the end of summer. There are just too many unknowns that cause anxiety, stress and panic.
The news is reminiscent of this 24/7. At some point, we stop listening to COVID-19-related stories because of their overabundance. Staying informed is important, but the wear and tear of its gloom on our mental health aren’t good for us. It’s why stories with good news are captivating the longer we’re in quarantine. Stories about the good in people, random acts of kindness, and how we’re all helping one another, are like a rainbow after a heavy rain.
This makes it of the utmost importance for brands to pay attention because the impact that can be made with your key audiences is grand. Looking for the good your company is doing, the good of your employees and vendors is significant enough to share. The world is craving these stories. Share them on your blog, on social media, and with news outlets that cover your industry.
Examples of Good News Stories
Most recently, two new Dallas area outlets are searching for exclusive good news stories they’d like to share. They either started a new site or added to what they currently have but finding these opportunities can make a positive impact on your key audiences while also letting others know that in times of great doubt, there is still light to be found.
The first outlet is My Sweet Charity. My Sweet Charity covers charities, philanthropy, fundraising, and non-profits in the Dallas area. They recently announced that have a new series called My Sweet Kindness. Plans call for byline articles by anyone who has experienced or witnessed a good deed. From something as simple as making brownies for an elderly neighbor to a generous person helping to pay your tuition in school, everyone has their own story of kindness to share.
The other outlet is from Voyage Dallas. Voyage Dallas spotlights small businesses, independent artists and entrepreneurs, local institutions and those that make our city interesting. Each story is in an interview format but is essentially a byline written by the person who is being interviewed. Voyage Dallas is also in Houston and Austin. They’ve also recently introduced a new initiative called Shoutout designed to help get the word out about great local businesses, artists and creatives.
While these mediums are Dallas-based, this isn’t limited to local publications as national outlets are also looking for stories that resonate with the community by providing an opportunity for good news to be shared. Good News Network, a national online publication that has an archive of 21,000 positive news stories from around the globe, confirms what people already know—that good news itself is not in short supply; the broadcasting of it is. TrizCom PR has had a couple of its partner’s stories featured on this site, and the response rate and engagement was great.
You Can Find Good News Stories Anywhere
While this list is not all-encompassing, it must be said that good news stories can be found anywhere, and publications are not just looking for good—these same stories are also great human-interest stories. At TrizCom PR, we always tell our partners that no one really wants to read or watch news about your company unless you are a Fortune 100. Individuals who consume the news want to know how your product or services will help them or how it will help others, and they want real examples from real people.
The same can be said for prospective employees. Most don’t care what you make or what you do because they want to know what your culture is like. Think about retention. Your team will love to read stories about their colleagues. The person who is spotlighted will feel proud and most likely share it with everyone they know. By sharing your feel-good stories with others, you accomplish more than just content—you accomplish goodwill and gratitude. It says we are a company that cares without actually having to say it.
So, don’t forget about the stories you think might not make an impact. Look for those that are your feel-good stories and see for yourself how powerful they are. You’ll see just how effective they can be.
If you need help finding those stories or navigating through the COVID-19 pandemic, feel free to reach out to us for a free public relations consultation. Everyone has a story, so let us help you tell yours.
TrizCom Public Relations
972-247-1369