In today’s 24/7 media cycle, the lead news changes quick – often multiple times a day. With mainstream news, we have become accustomed to and expect the constant shifting focus. And while the pace of B2B media is not quite as dizzying, it is still fast, particularly with a hot business topic.
We can count on some B2B topics that will live on seemingly forever (an adtech case in point – the demise of third-party cookies) but there are increasing opportunities to capitalize on breaking news or trends with rapid response media commentary. And it often requires added work on the part of the PR team and the subject matter expert to quickly leverage the opportunity.
The PR team can’t work in a vacuum, however. Talk about hot and controversial industry topics on regular catch-up calls or include them in internal discussions on pressing issues with your SMEs. That way the company’s tone and tenor on industry issues is clear. When you see relevant stories, share them. The more eyes and more shares the better. Taking advantage of these opportunities requires swift, decisive action, so don’t over process it – and don’t be afraid to take a contrarian point of view.