Key Considerations for PR & Comms During Intense News Cycles
If there's one thing PR and comms pros know, it's that the news cycle can be wildly unpredictable—especially given the recent weeks and the upcoming US election season. Staying agile and responsive is crucial during these times. Here are four key considerations from our friends at @prgirlmanifesto to help you navigate when the news cycle takes an unexpected turn:
Pause Major Announcements
When the news cycle is dominated by unexpected events, you may want to consider”
Temporarily halting the release of big company news or campaign launches
Reassessing your timing to prevent your message from being overlooked
Considering how your announcement might be percieved in light of current events
Using this time to refine your message and strategy
Staying prepared to act quickly when the news cycle normalizes
Adjust Pitch Strategy
During intense news cycles, adapt your media outreach and consider:
Postponing non-urgent pitches to avoid competing with breaking news
Evaluating the relevance of your story to current events
Finding angles, if possible, that tie into the ongoing narrative sensitively
Considering alternative channels for sharing your message (ie owned media)
Building relationships with journalists by offering helpful, non-promotional information
Monitor and Adapt
In rapidly changing situations, it’s important to stay agile and
Implement real-time monitoring of news and social media trends
Brief your team regularly on developments and potential impacts
Be prepared to pivot your communication strategy at short notice
Review scheduled content across all platforms to ensure appropriateness
Develop contingency plans for various scenarios that may unfold
Offer Relevant Expertise
As always, it is important to position your organization as a valuable resource by
Identifying areas where your expertise intersects with current events
Preparing spokespeople to offer thoughtful, factual insights
Creating content that adds value to the ongoing conversation
Reaching out to media contacts with offers of expert commentary
Balance being helpful with avoiding appearance of opportunism
By staying flexible and strategic, you can navigate the most unpredictable news cycles and ensure your message remains relevant and impactful.