The Art of Breaking Through Breaking News
- jessie545
- Jul 1
- 3 min read
There are more ways of getting publicity than just appearing on the morning news.
Picture this: You flip on the TV or radio, and the latest breaking news is yet another story about the headline that’s been dominating coverage for days. Whether it’s an unprecedented natural disaster, a royal wedding, or the ever-evolving landscape of international trade tariffs, high-profile stories don’t mean you have to fade into the background. With the right approach, you can stay relevant and land meaningful media coverage.
Book niche programming
In today’s diverse media landscape, impactful opportunities extend far beyond morning show appearances and front-page features, and many aren’t even tied to the news cycle. Smaller programs with loyal followers are often industry-specific and consistently look for guests who can bring a fresh perspective or product to their audience. Podcasts such as 2Bobs create content for a very specific audience, in their case, owners of creative agencies and consulting firms. Sports Are Fun is another niche podcast focusing on the world of women’s sports. Both podcasts have a steadily growing audience of loyal followers and regularly invite guests who can bring a fresh perspective to their topic focus—regardless of the news cycle at large.
No matter what’s dominating headline news, millions of loyal followers turn to similar podcasts and shows on a weekly or daily basis—many times to take a break from the news cycle.
Find your angle
When a topic or major event dominates the news cycle for days on end, one of the best ways to gain media attention is by making the story relevant to your area of expertise. Outlets can only cover a topic for so long before they must find a new angle that viewers will find valuable.
With the ongoing reporting on tariffs this year, many have heard about rising prices. Small business owners everywhere have smartly used this as an opportunity to weigh in and gain press for their businesses. One example is news coverage where several business owners shared their perspective while also increasing visibility for their brands.
A great publicist is your secret weapon
Moments like these separate the good publicists from the great. Some say public relations is all about who you know, and while relationships are important in any industry, they can only take you so far when it comes to publicity. My best friend in the world could be the producer for any given outlet, but the hard truth is, if I pitch them a client who isn’t a fit for their show, they’re going to decline the pitch.
No publicist can solely rely on their friends as a long-term pitching strategy. At its core, PR is an incredibly creative process, and they must have the creative insight needed to connect your expertise to a wide range of topics and industries. Their creativity can land you meaningful media coverage when a single headline dominates the news cycle, and it’s vital for consistent, impactful placements month after month, year after year.
Just because your area of expertise may not directly connect to the headline doesn’t mean you should throw up your hands and sit on the sidelines. There are more ways to be relevant than you realize, and the last thing you want is to miss your moment due to inaction. No matter what’s dominating the news cycle, there is an audience out there waiting to connect with you. So get out there and start telling your story.
