When big news breaks, what should you do with your pitch?

On any other day it would earn massive media coverage. But today, the day you’ve chosen, all hell is breaking loose. There are one, two, maybe even three massive stories breaking, sucking all available oxygen from the newsrooms.

It’s wall-to-wall coverage on these topics. And stories that might otherwise have dominated news bulletins and talk shows have been dropped or ignored.

So what do you do? You’ve been meticulously planning your campaign for so long and now this happens. Don’t take it personally. The media are always reactionary. Analyze what’s going on in the frenzy around you and how your information stacks up. Answer these questions:

1. Is there a possible link between your information and any of the breaking stories? It’s always easier to catch a wave than create one, but be sure you can surf with the happening topic. If so, rework your release to tie in to the theme of the day and your connection/relevance to it.