Timing is everything when it comes to maintaining the ongoing relationship between journalists and public relations/media relations professioinals. A well-crafted media pitch sent at the right moment can lead to widespread media coverage and a significant boost in brand visibility. However, there are times when even the best pitch can fall flat or, worse, damage your reputation with journalists. An example is during a big national breaking news story. Here's why pitching media story ideas during major breaking news events is generally a bad idea.

🟨 Journalists Are Preoccupied

During major breaking news events, journalists and newsrooms are entirely focused on covering the unfolding story. Even if it's a national story, local journalists are working to find local angles. Their time, attention, and resources are directed toward gathering facts, verifying information, and delivering timely updates to their audience. Your pitch is likely to be ignored or discarded without consideration. By pitching during these times, you risk your story getting lost in the noise or being perceived as out of touch with current events.

🟨 Reduced Audience Engagement

When a big news story breaks, public attention shifts almost exclusively to that event. The audience is less likely to engage with other stories that aren't related to the breaking news. This means that even if your pitch is picked up, it might not receive the engagement it deserves. It's more strategic to wait until the news cycle returns to normal, ensuring your story can capture the audience's full attention.

🟨 Perceived Insensitivity

Pitching a story during a significant national event, especially if it involves tragedy or crisis, can come across as insensitive and opportunistic. Journalists and audiences may view your attempt to gain media coverage as tone-deaf or disrespectful. This can harm your relationship with the media and negatively impact your brand's reputation. Being mindful of the context and the emotional state of your audience is crucial in maintaining a positive public image.

🟨 Missed Opportunity for Relevant Angles

In some cases, the breaking news story might have a relevant angle that could tie into your pitch. However, this requires a delicate approach. Instead of pushing your original story, consider how you can contribute to the current news cycle meaningfully. Offer expert commentary, relevant data, or resources that can enhance the journalist's coverage of the breaking news. This positions you as a valuable source rather than an opportunistic marketer.

🟨 Strained Relationships with Media Contacts

Journalists remember PR professionals who respect their time and understand the dynamics of the news cycle. By pitching during a breaking news event, you risk straining your relationships with media contacts. They might see you as someone who doesn't understand their pressures and priorities. Building strong, respectful relationships with journalists is key to long-term PR success. Waiting for the right moment to pitch demonstrates your professionalism and understanding of the media landscape.

What to Do Instead

- Monitor the News Cycle:

 Stay informed about current events and be aware of when major stories are breaking. Use tools like news alerts and social media monitoring to keep track of the news cycle.

- Hold Off on Your Pitch:

 If a significant story breaks, delay your pitch until the news cycle slows down. This ensures your story gets the attention it deserves when journalists are more receptive. Be willing to tell your clients that a pitch you've been working on needs to hold another week. They are paying you for your expert advice!

- Offer Relevant Expertise: 

If you have expertise that can contribute to the breaking news coverage, offer it in a helpful and respectful manner. This positions you as a resource rather than a distraction.

- Plan for Downtime:

Use periods of low news activity to pitch your stories. Journalists are more likely to be looking for interesting content when there are no major events dominating the news.

🎥 🗞️

In the world of public relations, timing and sensitivity are crucial. By avoiding pitches during big national breaking news stories, you demonstrate respect for journalists' priorities and ensure your stories receive the attention they deserve when the time is right. Patience and awareness of the news cycle can go a long way in maintaining positive media relationships and achieving PR and media relations success.

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