Only the crassest, most opportunistic PR practitioner would consider exploiting a disaster, such as Covid-19 or even the death of George Floyd by using it as a springboard for pitches, correct? Think again: if your pitch is appropriate and genuinely helpful to the outlet’s audience, opportunities abound.

Who decides what’s appropriate and what isn’t? Most reporters and editors have no trouble distinguishing between the suitable and the tasteless so tread lightly.

If your business or client’s business doesn’t fit the current news cycle, don’t force it. Journalists have a job to do and important stories to tell and perhaps this weeks yours isn’t one of them.

It’s not personal or perhaps maybe it is.