Mission (Im)possible: Securing Quality Coverage in a Busy News Cycle

In the media world, specifically earned media, timing is everything. When a major global or even regional event dominates headlines–whether it’s an election, economic crisis, natural disaster or cultural flashpoint—an already competitive media terrain becomes significantly more challenging to navigate. During these high-stakes news cycles, off-topic coverage opportunities shrink while competition for news desks’ attention intensifies on the topic DuJour. And yet, public relations professionals are still required to deliver results for their clients. Dare I say: it may seem like a “mission impossible.”   

This expectation is not misplaced. An experienced public relations team knows how to assess a shifting landscape, identify new angles and pivot to fit changing narratives. However, this challenge-success dynamic is rarely achieved in isolation. Behind every story placement secured during a challenging news cycle is a strategic collaboration between the public relations team and the client. These collaborations are built on trust, agility and shared understanding of the exact message to be delivered.   

Break News, Not Your Pitch  

Understanding how to secure media coverage during turbulent periods requires a clear grasp of what makes these cycles so daunting. Increasingly, media outlets of all sizes operate with limited bandwidth, both in terms of space and staffing. When a major story breaks, editorial priorities narrow. Feature stories, particularly those not tied to the day’s breaking headlines, are dropped. Industry reporters and editors may be called upon to bolster the ranks of breaking news teams or to transfer their efforts to broader, related stories.  

For PR practitioners, a major news event can mean a compelling angle that worked last week, or even yesterday, may now be irrelevant. Press announcements will likely go unread. Thoughtfully curated pitches will likely be drowned out by sexier storylines. In these moments, cookie-cutter PR tactics fall flat, requiring teams to think outside the box and with greater precision.   

Opportunities do exist in crowded news cycles; They just require a new lens rather than big, bold actions. Brands and their PR teams must find ways to stay relevant as news evolves and various topics circulate through the news cycle. One strategy might involve aligning commentary with a broader narrative or frontline experience— that angle might still find a place, even when newsrooms are stretched thin.   

In other cases, the best course of action is to shift scenes, even temporarily. If the broadcast spotlight isn’t available, it may be worth building momentum elsewhere. Redirecting outreach toward regional outlets, industry trades or podcasts still running on normal editorial timelines can keep the story moving. These opportunities provide meaningful visibility and help maintain narrative continuity until the right opportunity with bigger media targets arise.   

Radio Silence and Soundbites: What client can do to keep stories alive  

Clients play a critical role in making these pivots possible. The most successful partnerships during crowded or chaotic news moments are those where clients remain responsive, adaptable and open to recalibration. That might mean fast-tracking internal approvals to meet deadlines or dropping everything to speak with a reporter. It might even involve rethinking a thought leadership angle or surfacing fresh insights that haven’t yet seen the light of day.   

Equally crucial is a willingness to listen. Public relations firms bring strong media relationships and editorial instincts. When it’s recommended to pause a campaign or hold a story pitch for better timing, it’s to be sensitive to what’s taking place in the news cycle. It’s akin to a director calling “cut” mid-scene to protect the bigger picture. The goal is to preserve credibility and maximize long-term impact, even if it means temporarily shelving a story idea.   

Difficult news cycles don’t always erase opportunities. They simply raise the bar, requiring sharper coordination and smarter, data-driven storytelling. Ultimately, success in a busy or breaking news cycle is more about choosing your moment rather than brute-forcing a story into media.   

Public and media relations wins during impossible news cycles are rarely achieved by heroic acts. They are a result of an ensemble effort involving agency-client coordination, real-time strategy adjustments, and a focus on telling both a well-considered and well-timed story to an audience that is willing to engage. When that alignment clicks, even the most crowded news cycle can turn into an unexpected opportunity.