Day: September 28, 2025

Breaking news is information about an event that is unfolding or has just occurred, and it requires immediate reporting to keep the public informed. It can be anything from a plane crash to a building fire. Because of the urgency, it’s important for journalists to be able to prioritize speed while still ensuring accuracy. This often means providing just the essential facts initially, and then updating as more details become available. Digital platforms have also changed how breaking news is disseminated, requiring journalists to constantly update their stories in real-time.

When a breaking news story occurs, media organizations must make plans to interrupt their regular programming. This includes deciding how to notify the audience, what content will be presented, and how to handle questions from viewers. Media managers should consider having a plan for closed captioning as well, so they can quickly notify their closed-captioning company to prepare an updated script.

Be careful when relying on eyewitness accounts of an event, as they can be inaccurate. It’s easy to assume someone has died, especially when they are wounded, but it’s important not to report it until the person’s condition has been confirmed. It’s always a good idea to have a colleague sift through eyewitness accounts and check with authorities before deciding to broadcast them.

It’s also important to remember not to report the names of injured or deceased individuals until their families have been notified and confirmed. It can be especially harmful to children to see their parents’ or siblings’ names on television or the Internet.

An exclusive report is a media piece that doesn’t appear anywhere else. PR pros often use this type of news to share impactful announcements like a big launch or a new partnership.

The concept behind exclusives is rooted in the psychology of scarcity. People are naturally more inclined to place a higher value on something that is harder to obtain, making this strategy an effective way to drive engagement and increase brand recognition. When used effectively, exclusive content can also catalyze user behavior – such as sharing the story with their social networks.

Developing an exclusive requires careful planning and execution. A successful approach depends on having solid support materials for the story, including executive interviews, customer testimonials, product demos and data insights. This is important because a 2024 Meltwater study found that journalists prioritize access to reliable sources and data over other pitch elements. Additionally, Joseph advises that establishing clear terms from the start is essential. This includes setting expectations around what is on the record, off the record and not for attribution to avoid any misunderstandings that may arise.

Another key aspect of preparing for an exclusive is researching your target outlets to ensure that the story aligns with their editorial focus and coverage area. This is especially important because Muck Rack research shows that journalists spend an average of 3-5 seconds scanning pitch emails before deciding whether to pursue the story or move on. To make your pitch stand out, include the type of story you are pitching — an exclusive — in the subject line to signal that it’s worth their time.