Newsflash: Don't Compete with Breaking News

It can take weeks, even months, to plan a big media announcement or press conference. You've meticulously planned everything right down to the most appropriate day and time to make your announcement, but there is one thing you can't always plan for—breaking news.

This has happened twice in Austin in the past two weeks. First, a plane crashes into an IRS building in north Austin, then  Austin sees several inches of snow—a rare sight for Central Texans (making it particularly interesting to the media).

While there's no way to predict these situations, there are a few things public relations professionals can to do keep from getting lost in the shuffle.

• Go with the flow. Forget what you have planned. If you want to get media coverage, it may be necessary to change your plans. Because breaking news and "news of the day," as it's called, take precedence over non-urgent news, there's a big chance your press conference will not be well attended. Don't try to compete with breaking news.

• Move to plan B. If at all possible, wait! Postpone your announcement until the media is able to give it the time and attention it deserves.

• Look for opportunities. Take breaking news as an opportunity to promote your client or organization. Look for relevant tie ins, or angles that your company/client might be able to add to the story.

• Set a new date. Once the excitement of the big news has died down, choose another date to make your announcement. While it may be difficult to find a new day and time when all of the organization's leadership team (or other speakers) are available, it will probably be worth your while to give it a try. In the end, flexibility with timing will significantly increase your odds of getting coverage.

In addition, members of the media will appreciate this gesture too. News managers/journalists know that there are other newsworthy things going on during times of breaking news, but are forced to prioritize their resources (staff) and the stories they will cover. Acknowledging that breaking news may trump your announcement proves that you see the value in the service the media provides to the public, and that you will work with them to deliver the best possible story.

That being said, I'm hoping for a little bit of normalcy in the news this month!

—Erin Ochoa