April 2024 will have been the month of an astral phenomenon that has definitely stirred the masses: a solar eclipse that will make amateur astronomers dream, and give headaches to retailers of viewing glasses and school administrators alike (hello, Mr. Drainville).
Public relations specialists also know a thing or two about eclipses. It's just that the ones we're interested in are of a different order, less impressive to the average person, but often just as captivating in their own way: media eclipses. These newsroom creations overshadow any information in their path, much to the chagrin of organizations and their meticulously-crafted public relations strategies and messages.
It has to be said that media eclipses are events recognized by information scientists. L'OQLF defines them as "a situation in which the extensive media coverage of an event or series of events is to the detriment of the rest of the information. ". The Office even goes so far as to quantify the concept, asserting that in the media universe, we can speak of a veritable eclipse." when more than 20 % of a market's media space is occupied by a single topic ". That's how scientific it is!
A far from theoretical phenomenon
In practice, media eclipses can be divided into two broad categories: those that will always be unforeseen, and those that we can anticipate with effective news monitoring, good political acumen and a little foresight.
Unexpected eclipses leave the least room for light. If you need proof of the phenomenon's strength, just think back to the latest death of a beloved public figure - think Karl Tremblay of The Dashing Cowboys or former Prime Minister Brian Mulroney - to have hijacked the programming of 24-hour news channels, to the latest natural disaster with shocking images from an otherwise quiet corner, or to unexpected human tragedies. It's in this kind of context that even the OQLF reminds us that some people will consider that " it can be advantageous to broadcast unpopular news, as it will tend to go unnoticed "at this time. The wisest among us will tell you that it's best to remain agile as an organization, and to accept the postponement of certain announcements or media releases (yes, even long-planned ones) until the advent of a less saturated news cycle.
Seeing opportunities in uncertainty
The eclipses we can anticipate are not synonymous with certainty, but they do allow us to be prepared. Whether we're awaiting a verdict in a high-profile trial, the results of high-stakes elections (particularly abroad) or the outcome of negotiations that could lead to large-scale strikes, when we can circle a date on our calendar, it means we can prepare for the various possible eventualities. The same logic applies when we know the date of much-anticipated government announcements, including budget days or economic updates - and from the coverage it's been getting, it looks like we should add the coming of a solar eclipse itself to our list!
In short, watchfulness, agility and opportunity: these are the principles we should keep in mind to do well when we enter a news cycle marked by a media eclipse...or not.
On that note, happy viewing!
