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Person holding phone with breaking news

HOW TO HANDLE BREAKING NEWS INTERRUPTIONS LIKE A PRO

We live in an era where there is breaking news daily – some topics more “breaking” than others. There’s national breaking news like terrorist attacks, school shootings and politics – which affects everyone – and then there’s local breaking news like natural disasters, regional weather and local politics – which tends to impact just that market. The question arises: as PR professionals, how can we find a gap in the news cycle to get our messages – which are not always as urgent – across to viewers and listeners?