Making News by Serving as a Relevant, Reliable Information Source During COVID-19

To determine where and how beef could fit into the flood of grocery shopping and food made at home news, Linhart PR monitored coverage multiple times a day – since that’s how quickly the content and coverage was shifting – and adjusted angles and targets regularly.

Consumers were looking for stock-up ideas, new recipes for families and how to store leftovers. Intermittent interruptions in the beef supply also meant focusing on alternative cuts and different price options too.

We found alignment on what media and consumers were seeking from food sources and what Beef could uniquely deliver with the following successful national news outlet pitch offers:

--A cooking demonstration with recognizable celebrity chef Lamar Moore that showed consumers how to prepare a restaurant-caliber steak at home; Moore also incorporated messaging about his work with a nonprofit to feed frontline workers as charitable efforts made headlines across the U.S.

--An expert interview with meat scientist and butcher Bridget Wasser that shared tips on selecting and cooking affordable beef cuts when variables in the food supply chain impacted grocery availability.

--An expert interview featuring R.D. Carolyn Williams who delivered kid-friendly meal ideas perfect for either in-person or remote learning that featured beef.

‍