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The Changing PR Landscape: How the 24-Hour News Cycle Creates More Opportunities for PR

Gaining favorable coverage in our current 24 hour news cycle poses new challenges to businesses, brands, and PR firms as well. There are more opportunities and pitfalls than ever before as corporations, political figures, and high-powered CEOs and celebrities work to secure coverage that makes them look good and stay relevant. To give a little bit of history, our 24-hour news cycle was brought about by the advent of cable TV, which featured (and continues to feature) channels solely dedicated to the reporting of the news, which goes on 24 hours daily, 7 days weekly. It has completely changed the way that companies and the PR firms they work with transmit news and press. What This Means to PR Firms PR firms have more opportunities and resources than ever to help their clients maintain favorable coverage and stay relevant in an age where, to put it simply, there is a plethora of content and information being thrown in our faces. One of the benefits PR firms worth their salt will give you right away is establishing and maintaining working relationships with journalists which will secure coverage in the right places in order to help your brand maintain relevance. How do you make your story stand out in a 24-hour news cycle, then? Especially if you’re wanting to get the word out when it comes to: Announcing a new product Moving to your headquarters to a new location Making public a new collaboration Recruiting new staff Announcing awards or milestone events You now have more avenues than ever (and more pitfalls than ever) when it comes to getting press. Read on for a few ways that our news cycle has an indelible effect on PR as well as the opportunities that spring up as a result. Your Brand Cannot Afford to be Stagnant or Stale Are you making moves or are you just reacting to your competitors’ moves? In today’s 24-hour news cycle, it’s all about being fresh, interesting, and, above all, original! PR firms are tasked with creating content that effectively grabs an audience’s attention and positions their clients favorably. Being stale, mundane, or feeling entitled to a person’s time just because you’re you is a recipe for disaster — it doesn’t matter who you are. Take Advantage of Constant and Rapid Changes in the News Audiences are getting more and more complacent and paying less attention to the details. That’s why a successful brand has to constantly remind their target audience of their current narrative. The 24/7 news cycle we live in gives companies and their PR firms an opportunity to hone information into more easily-digested content, and, ideally, without sacrificing quality or meaning. Even Your Minor News Can Become Major Since the news is going 24/7, there is a constant need to fill that endless cycle with fresh news updates and stories. In short, news media sources are hungry and in need of fresh meat, so to speak. The news breaks, then comes the response and the commentary. News staffers are in constant need of fresh information that they can plug into websites, social media outlets, and RSS feeds. So, even if you have what seems like a minor story, share it! When properly crafted and told from the right angle by an experienced PR firm, targeted and creatively packaged news can gain instant media attention that only builds with digestion, even when delivered after business hours. Even what only seems like a minor update while in the midst of standard business hours can reach the heights of big news, even shared during off-hours, when administered by experienced PR firms. In the end, it’s all about timing. Just to give you an example, a less-than-solid news story at 8:45 p.m. can be leveraged with additional information and developments during 10 or 11 p.m. broadcasts, then be augmented with guest appearances on a morning show slot which further fleshes out details and developments. Any sort of content can be expanded or commented upon, nearly in real time! Conclusions Your business, your brand should be working the 24-hour news cycle, not the other way around. Interdependence gets you impactful media placements which end up converting users. We’ll help you acquire partners, secure interest from investors, maintain your relevance, and increase your overall valuation. We’ll generate media that brings your website an influx of traffic, giving you the opportunity to capitalize on making meaningful connections with your target demographic.