The delayed 2020 Summer Olympic Games are finally happening this month in Tokyo. With less than two weeks until the opening ceremony, media coverage of the event has shifted and evolved as much as the Games themselves, offering a great example of the power of flexibility in PR and media. PR pros can draw on these lessons in their own work, because the need to be nimble is universal, whether you’re pitching a local news story or covering a global event.
Plan to Change Plans
It’s important to have a backup plan. For example, coverage in a typical year features the reactions of the Olympians’ family members who are onsite, but not this year. No spectators in the stands? No problem. NBC had a backup plan ready. According to this Forbes article, NBC created a “Friends and Family” production group for Team USA. This can allow them to include live feeds from families’ living rooms as they watch from afar. NBC also plans to have crews cover the homecomings of returning athletes. The story is the same, but the method of telling it can change. Another lesson that resonates for all of us working in media: Make a plan and be willing to adjust the plan as circumstances shift.
Focus on Tech
At the Olympics, NBC has re-engineered its sound design plan, placing microphones as close to the action as possible to emphasize “field of play effects” in the heat of competition that is typically drowned out by the roar of the crowd. And without fans, having coaches and other key people mic’d is another hard pivot that producers are likely hoping will pay off. The takeaway? Use technology to your advantage.
The Pivot is Part of the Story
Don’t avoid an obvious unexpected issue. Lean into it. NBCUniversal is creating news about their news coverage, using press conferences to proactively tell media how they plan to cover the event in an atypical year. As part of a marketing presentation at an NBC press conference, the company framed the Games as a “Global Healing Celebration” and the first global event post-pandemic that will “bring the world together.” Not only did they use the moment to drive their messaging, but they also used the pivot as part of the story. PR pros can take a page from this playbook by thinking about every possible angle. Their story is not only about an event, for example, but about every aspect of event planning – from the event setup to the crews working the event, to the marketing process for the event.
This past year offered many examples of how the media industry is constantly evolving. Interviews that required a trip to a TV studio or radio station and conferences that were held in convention centers a year ago can now be done remotely. New storylines can emerge from unexpected places. So keep an open mind, be nimble, and embrace change – without taking your eye off the ball, of course.
