Navigating Media During an Unpredictable News Cycle

Now, one may say “Candice, the news cycle is something that is always changing!” Yes, you’re correct. At any given time there could be breaking news and a segment will have to be moved or rescheduled, however, what is currently happening within our news cycle is truly unpredictable and frankly, unprecedented (in my opinion). There was an assassination attempt which led to the Secret Service being the center of media, to a global computer outage causing an outpour of issues for companies to our current President deciding not to run for a second term to endorsing our Vice President and I could go on and on. I remember on Sunday while in the hotel going through some emails a notification from Deadline came up saying “Joe Biden Drops Out Of 2024 POTUS Race”. I immediately threw my hands up and said “Oh my gosh! WOW!” and then said, “Well, there goes the news again this week!”. I knew it would go into a frenzy and boy was a right + some! See, as a Publicist a part of what we do for our clients is media relations, basically pitching their stories or them as a thought leader to the media. With this new news now taking over media nationally (and internationally as well) but with many of us our focus is national media, how would we now position our clients to still be seen? Granted, not everyone will cover 24/7 but there is going to be a lot of segments that are discussing the latest developments. That brings me to why I decided to make this my 3rd edition of the newsletter!

Below, I am sharing 3 ways to navigate the media during times like this.

1. Get Specific on Media Outlets for Your Story: This is when you want to really drill down on the media outlets. Are they too general? Are they targeted? This is when to make them very targeted to which if you’re pitching them they most likely will be interested. Another example if narrowing down what TV segment, what specific column, etc.
2. Be Flexible with Mediums: When you hear mediums that means the type of media such as broadcast, radio, digital, print, or podcast. This is a great time to adjust who you are pitching. If you were focusing on broadcast, maybe try podcasts to share your story as you’re able to niche down and truly speak directly to the audience you want to speak to/attract.
3. Create Your Own Media: This is actually one of my favorites to share with clients. Yes, we can still have success pitching you but we have to be mindful of the noise, so why not create something you own? This is still a great way to generate visibility and it can be shared on social, your website blog, through your email marketing, and through your podcast (if you have one).?

BONUS: If there is a way to position yourself to participate in the latest conversations then craft that angle and get to your outreach. However, please do NOT force being a part. Stay your course and revert to the 3 suggestions above.

As I wrap this edition up, I hope this helps someone because things will not be lifting up for a while as in a few weeks the DNC will take place.

Just know you can still have success with the media and with your visibility in general, it just may look different. Get creative ladies & gents!?

Want to connect elsewhere? Join me on IG @candicenicolepr as that is a fav places for me. I also am able to take you behind the scenes more of the agency over there!

Happy Navigating! ??