Media Velocity
The speed at which news and information spread across different media channels and platforms.
Definition
The rate at which stories gain traction and spread through various media outlets, from initial publication to widespread coverage.
Influenced by factors like story newsworthiness, timing, platform algorithms, and existing relationships between media outlets.
Why It Matters
Understanding velocity helps PR teams predict coverage patterns and optimize timing for maximum impact and reach.
Enables better crisis response planning by anticipating how quickly negative news might spread across different channels.
Examples in Practice
A product recall announcement spreading rapidly from trade publications to mainstream media within hours due to safety concerns.
A celebrity endorsement gaining momentum slowly through entertainment blogs before breaking into mainstream coverage days later.
A tech announcement achieving immediate velocity through tech blogs and Twitter before reaching business publications the following day.