News Cycle 101
“News cycle” is a term often used in PR-related conversations. It’s a critical concept for media and publicists alike, and the foundation knowledge needed to uncover truly compelling stories.
What determines the speed and pace of news coverage/new cycle?
The news cycle is the driving beat of media coverage, setting the pace and timing of PR efforts. News cycle is always a factor in media coverage, and now that you know this established fact, it will be hard to miss. Every time a celebrity appears on a magazine cover– their appearance is tied to a movie launch, product launch or general news item, such as a divorce. When someone participates in a television interview, they inevitably discuss a current topic of interest that benefits them personally or professionally.
It’s all about the news cycle.
What is the news cycle?
News cycle is the pace at which information is considered news; it determines what stories the media currently covers and for how long they pay attention. Every story will influence a different news cycle, dependent on several outside factors, including other information released at that time. What makes headlines today may be buried tomorrow by a breaking item that dominates the news.
Who determines the news cycle?
While editors and reporters retain much control over what information is deemed newsworthy, that process has been greatly democratized recently by social media. Topics of interest are now often crowdsourced, which in some cases elongates the news cycle thanks to the open public platform provided by social media. This is a reflection of how the media earn revenue: via clicks. The more a headline attracts audiences, the more money they make. So, it is in media outlets’ financial interests to file stories that people are talking about on social media.
How does the news cycle impact PR?
The news cycle determines when public relations campaigns will have the most impact. This is both internally and externally influenced. A company announcement has a limited shelf life – typically a handful of days – so optimum leverage will come from its immediate release, not three weeks later. But that release may gain no traction if it’s not deemed “newsworthy” or if it competes with another announcement that generates more attention.
How can you determine if something is relevant to the news cycle?
The news cycle is influenced by new information (hence the term!), information that adds value or depth to an existing conversation, and/or is pertinent to the public sphere. The latest infrastructure plan in the U.S., for example, garnered wide coverage within the U.S. because it impacts arguably all American citizens. Google’s recent decision to delay its phase out of browser cookies, on the other hand, generated coverage primarily in the advertising and marketing trades because of the audience it impacts. Winning a customer is less likely to generate that type of attention because it is self-serving.
Understanding the news cycle is critical to any successful public relations campaign. The more you incorporate your story into the current news cycle,, and into your overall PR strategy, the more success you’ll have at engaging reports and generating media interest in your story.