The Role of Media and PR in the 24-hour news cycle

Today’s news cycle is fast, real-time fast—24 hours a day, 7 days a week—an always-moving, always-changing, living organism, poised to take information viral at any moment. The immediacy and chaotic nature of news through digital and social media has completely altered the way news gets to the masses, even the way it is perceived. This, of course, brings its own challenges, but also opportunities. PR agencies now have more than just media outlets to get out news. However, the truth is that securing earned media is still the key to building and maintaining visibility and credibility for clients. But, with media outlets cutting back on staff, and reporters being pulled in all directions and working longer hours, securing coverage in today’s news cycle can seem like an exercise in futility. So what can PR agencies do?

1.     Build strong relationships to create opportunity. By being aware of the culture and environment at each media outlet, as well as understanding the nature of journalists’ work habits and how coverage of developing stories is likely to play out, PR agencies build relationships with journalists based on mutual trust. These relationships help PR professionals know which media outlets to pitch, and which pitch will resonate with a journalist’s readers. Ultimately securing content for trending and relevant news stories that provide maximum exposure and positive impact for the client and the journalist.

2.     Know timing is everything. Some opportunities can be strategized while others happen spontaneously and must be handled immediately. Either way carries specific implications or requires a certain action in order to influence the news cycle in real time. Take embargoed releases. By providing a release to a journalist early on and giving them an exclusive before news has gone public, a PR agency can control the timing of news, while giving a scoop to the media and helping increase the amount of information only they can provide to readers.

3.     Provide relevant content. PR professionals can take advantage of the media’s constant need to fill the news cycle with fresh information by creating easily digestible content that grab’s readers’ attention while positioning clients favorably. Op-eds and guest commentary are a prime example. They can be written ahead and then tweaked on the fly to address a recent hot topic or give an opinion on trending news or developments. By providing thoughtful commentary from clients in leadership positions, PR agencies help journalists create compelling and well-rounded content.

No matter how fast the news cycle moves, the connection between press and PR is still a vital one. By developing strong relationships with journalists, being cognizant of timing, and providing relevant and trending content, PR agencies will continue to get key media placements that ensure clients stay visible, even in a never-ending news cycle.

Nicholas E. Adams is president & ceo of public relations agency NINICO Communications with offices in San Jose and Los Angeles.