Picture this: It’s the day before your massive PR campaign launches — press releases queued up, media outreach mapped out and perfectly crafted pitches covering every angle. Then, BOOM: breaking news erupts, capturing the media spotlight for weeks.
Breaking news can take many forms — a natural disaster, a political scandal or any major event outside your control. They’re rare but unavoidable. When they hit, they dominate the conversation and drown out everything else.
That’s why, when a big breaking story hijacks media attention, it’s crucial to pause and reassess even the most meticulously planned PR campaigns. After all, no one’s going to care about your annual report press release when a hurricane just devastated the largest city in your state.
Here’s how to maintain momentum without competing for attention — or worse, coming across as insensitive or out of touch:
Hit pause before you hit send
If your announcement isn’t urgent, delay it. Trying to break through nonstop coverage usually means your story gets lost in the noise.
Read the room
Ask yourself: Is this message appropriate right now? Could it seem irrelevant or opportunistic in light of current events?
Find connection points
If your organization or spokespeople can offer relevant, thoughtful commentary related to the breaking news, pivot to that angle instead.
Switch channels
Focus less on traditional earned media and more on direct-to-audience platforms — like social media, newsletters and blogs — where you control timing and tone. Also, review any scheduled posts to avoid messaging that might seem tone-deaf; cancel or postpone as needed.
Stay visible internally
Use this pause to update your internal teams, deepen relationships with reporters and develop follow-up story ideas for when the news cycle shifts.
Bottom line: Your ability to stay agile during major news events not only protects your messaging from missteps but also positions you as a trusted voice when the spotlight returns.
