Business now moves at the pace of real time or "on demand." We don't get the luxury of hitting the pause button very much any more. That's even more true with the news media these days.
News gets "tweeted" and "shared" in seconds. Photos and videos can go viral with the push of a button. So, how has your public relations and media relations strategy changed?
A deadline is not tomorrow or at the end of the day. It may well be later this hour.
If you still think of reporters as working on a daily news cycle, you're likely not ready to respond quickly enough should your company suddenly find itself at the center of a new story. A deadline is not tomorrow or at the end of the day. It may well be later this hour.
This doesn't mean you should respond in every instance, but it does mean you should be prepared to move quickly if the story warrents your response. At the very least, reaching out to a reporter to explain why you can't comment will help him or her frame the story around the context you're able to present.
But having a clear understanding of the speed of news will go along way to helping you, especially when it comes to crisis communications.