News Cycle
The period during which a news story remains actively covered before attention moves to new topics.
Definition
The news cycle describes the lifecycle of news stories—from breaking news through active coverage to eventual displacement by newer stories. Traditional news cycles followed daily newspaper and broadcast rhythms; digital media has created continuous, accelerated cycles where stories rise and fall in hours.
Understanding news cycles helps PR professionals time announcements, manage crises, and set expectations. Big stories dominate cycles, crowding out other news; slow news periods offer opportunities for stories that might otherwise struggle for attention.
Why It Matters
News cycle awareness improves PR timing and strategy. Launching during major breaking news means getting ignored; strategic timing during open cycles improves coverage chances.
In crisis situations, understanding cycle dynamics helps determine whether to respond immediately or wait for stories to fade naturally.
Examples in Practice
A product launch scheduled for a week with expected major news coverage is postponed to avoid being drowned out.
A minor crisis story is managed with minimal response, correctly predicting the cycle will move on quickly.
A PR team monitors news cycles to identify slow periods when feature pitches have better chances of landing.