How can PR firms and companies navigate media outreach in the midst of a huge news story — especially a business or tech story? There are several steps to ensure your work isn’t lost because the world is too preoccupied. Here are four tips for handling PR successfully during busy news cycles:

1. Look at the Calendar: Examining the calendar can avoid many PR problems. Memorial Day, Independence Day, Thanksgiving, Christmas and New Year’s Day certainly aren’t “busy” — but virtually no one is in the office. It’s best not to plan a news event or press release during the holidays. Plenty of other events should be noted to avoid: big conferences, days scheduled for earnings calls for major tech companies (particularly in the sector you’re trying to sell in news) and proposed mergers or IPOs. All of these will command the lion’s share of attention. Watch and read the news. Be media savvy. The more informed you are, the better you can plan the best timing for your company’s news or events.
2. Be Flexible: Be flexible in planning a news announcement or launch. Consider rescheduling if something huge happens in the news a week before your event or press release. Do you have a better chance of getting coverage later or pushing ahead with initial plans? Chances are you’ll realize that your best efforts may be wasted if you compete with a big story. Wait a few weeks and give yourself a stronger opportunity to place media coverage. 
3. Respect Busy Reporters: If your news announcement does land the same day as a big story, be patient and have realistic expectations. Sending follow-up emails to overwhelmed reporters might burn a bridge. Let reporters do their job and come back to them after things slow down.
4. Tell Your Own Story: There are many ways to tell your story now: social media posts, viral videos, bylines, blogs and more. You should tell your stories in these mediums anyway, but this is a good reminder to think outside the press release. Fans of your company or brand will be receptive to your content. Don’t think the only way to get the news out is via traditional means and gatekeepers. Telling your own story is always a viable option.

The world and the news business are more hectic than ever and it’s a struggle to be heard. Remain mindful of the news and pending big stories and sharpen your storytelling skills. Doing so will make you much better positioned to share your story with the world. 

Looking for a PR firm that can help plan your news events at just the right time and reach people through storytelling? Mercury Global Partners is an “all senior” PR firm focused on emerging tech like sustainability, healthcare, AI and more. Get in touch with us at hello@wearemgp.com. 

How can PR firms and companies navigate media outreach in the midst of a huge news story — especially a business or tech story? There are several steps to ensure your work isn’t lost because the world is too preoccupied. Here are four tips for handling PR successfully during busy news cycles:

1. Look at the Calendar: Examining the calendar can avoid many PR problems. Memorial Day, Independence Day, Thanksgiving, Christmas and New Year’s Day certainly aren’t “busy” — but virtually no one is in the office. It’s best not to plan a news event or press release during the holidays. Plenty of other events should be noted to avoid: big conferences, days scheduled for earnings calls for major tech companies (particularly in the sector you’re trying to sell in news) and proposed mergers or IPOs. All of these will command the lion’s share of attention. Watch and read the news. Be media savvy. The more informed you are, the better you can plan the best timing for your company’s news or events.
2. Be Flexible: Be flexible in planning a news announcement or launch. Consider rescheduling if something huge happens in the news a week before your event or press release. Do you have a better chance of getting coverage later or pushing ahead with initial plans? Chances are you’ll realize that your best efforts may be wasted if you compete with a big story. Wait a few weeks and give yourself a stronger opportunity to place media coverage. 
3. Respect Busy Reporters: If your news announcement does land the same day as a big story, be patient and have realistic expectations. Sending follow-up emails to overwhelmed reporters might burn a bridge. Let reporters do their job and come back to them after things slow down.
4. Tell Your Own Story: There are many ways to tell your story now: social media posts, viral videos, bylines, blogs and more. You should tell your stories in these mediums anyway, but this is a good reminder to think outside the press release. Fans of your company or brand will be receptive to your content. Don’t think the only way to get the news out is via traditional means and gatekeepers. Telling your own story is always a viable option.

The world and the news business are more hectic than ever and it’s a struggle to be heard. Remain mindful of the news and pending big stories and sharpen your storytelling skills. Doing so will make you much better positioned to share your story with the world. 

Looking for a PR firm that can help plan your news events at just the right time and reach people through storytelling? Mercury Global Partners is an “all senior” PR firm focused on emerging tech like sustainability, healthcare, AI and more. Get in touch with us at hello@wearemgp.com.