Cracking Through the Crowded News Cycle

July 11, 2024

By: Scott Westcott

Remember slow news days?

You know, those days devoid of blockbuster stories or breaking news dominating the airwaves and headlines.

They are fewer and farther between of late as two wars, an unprecedented and
unpredictable presidential race, and almost daily climate catastrophes command the media’s attention — even during the depths of summer.

For PR pros, it’s challenging to cut through the clutter and stake out your claim for coverage. But there are ways to still land some placements.

Here are five strategies to deploy:

Find the good: People love to complain that the media ignores good news. Not true. While feel-good stories typically aren’t the lead story on the front page or newscast, most outlets are looking to balance headlines of war, corruption, and catastrophe with stories that are positive or aspirational.

Be patient: Sometimes your story pitch falls in the breaking news category or has a very specific time hook. Yet plenty of other stories have a more evergreen element to them, allowing you to bide your time to wait for a strong news hook or a quieter stretch when major stories aren’t sucking up all the oxygen.

Hone your newsjacking skills: It’s tough to compete with the national headlines. But you can succeed by riding their coattails. Look for relevant hooks from within your organization that connect to major national stories to further the conversation or add a fresh perspective. Other newsjacking opportunities can include crafting a thought-provoking op-ed or drafting a letter to the editor, which often has an excellent shot of publication.

Lean on local: Local media isn’t beholden to big national and international stories that dominate the news cycle. The competition is far less fierce to capture a local reporter’s attention. Sure, it’s not the New York Times, but local placements often connect with a core constituency, and you can always share the link far and wide. If you’re pitching a profile don’t forget to consider the subject’s hometown for the local-kid-makes-good angle. We’ve also found great success placing stories in college alumni magazines.

Build and leverage your own channels: Not every good story or well-crafted opinion piece is going to get picked up by the media. But there’s no reason your hard work should go to waste. It’s relatively easy to convert a pitch into a full story you can distribute on your own channels.

The slow news days may be ancient history, but with some quick and strategic thinking, you can still find ways to get your story told.