🗞️ Understanding the news cycle

A guide for local and independent businesses

Author

PR Sauce Platform
November 29, 2024

When it comes PR, you need to have an understanding of the news cycle. Whether you’re a service-based business or a product-based one, knowing how to work with the rhythms of the media can significantly increase your chances of being featured.

How the media operates

The news cycle is the heartbeat of the media. It dictates when and how stories are told, and it operates in some what predictable patterns:

  1. Breaking news: Immediate, high-priority events dominate the cycle. Think natural disasters, major political shifts, or unexpected industry disruptions.

  2. Planned news: This includes events like elections, product launches, or seasonal holidays. Journalists often prepare content in advance for these predictable moments.

  3. Evergreen stories: Timeless content or features that aren’t tied to a specific event. These are great opportunities for small businesses to pitch stories that showcase expertise, trends, or human-interest angles.

How to work within the news cycle

  1. Stay informed: Follow the news (whatever way is easiest and best for you). It can be consumer, industry news and local outlets to understand what journalists are covering. This helps you identify when your story might be relevant.

  2. Plan around trends: Tie your story to current events or seasonal themes. For example, a fitness studio might pitch a story about "staying active during the Christmas period" as December approaches.

  3. Be timely: Journalists often work on tight deadlines. When you pitch, ensure your story fits their current focus. Respond quickly if they show interest.

  4. Be prepared for opportunities: Keep press materials like photos, bios, and a press release ready. When a relevant story breaks, you’ll be able to respond immediately.

  5. Think like a Journalist: Your story should have a clear angle. Why is it newsworthy? How does it relate to their audience?

Timing is everything

The key takeaway for PR success is simple: timing is everything.

If your pitch doesn’t align with the current news cycle, it’s likely to be ignored—no matter how good the story is. Aligning your outreach with what’s happening in the media landscape ensures your message has a better chance of landing.

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