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Establishing a reputation or raising awareness doesn’t happen overnight; it requires time, patience and persistence—the essential principles of public relations. Effective PR gradually builds credibility, cultivates influential allies and educates the public for widespread acceptance. However, to avoid sending communications into oblivion, persistence must be purposeful.

As we navigate through a pivotal presidential election year, bracing ourselves for potentially game-changing run-off elections in our state House, it’s essential to recognize the dynamic nature of our political landscape. Concurrently, global events are adding layers of complexity, intensifying the competition for media coverage and public attention.

With just 9 months (!!) until Texas’ 89th Legislative Session, the time to act is now. Organizations that proactively lay the groundwork for their policy initiatives will undoubtedly gain a strategic advantage as January approaches.

Regrettably, it’s all too common for groups to delay their communications strategy until critical junctures. They’re holding their breath until after the election or scrambling to react to whatever curveballs the opposition throws their way. However, by adopting a proactive approach, we can circumvent reactive measures and position ourselves for success.

While it may seem a daunting to start planning when there are so many unknowns swirling around, there’s no time like the present to get ahead, for example, by generating targeted messaging, building media connections, gathering crucial data and rallying grassroots support. Rest assured, when the gavel comes down in January, your thorough preparation will provide a comforting foundation.

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Significant power shifts were seen in the Texas House, Court of Criminal Appeals and state leadership races. Nine GOP House Members lost their primary on March 5^th and eight incumbents — including House Speaker Dade Phelan — are headed for a runoff in May.

A closer look shows us what endorsements moved the needle: Donald Trump, Governor Abbott, Lt. Governor Patrick, Attorney General Paxton. We can also see what policies were pounded into the pavement and ultimately won over in the court of public opinion — school choice being one.

Whether you are with them or against them, insurgent groups have gained significant momentum. The results of the May runoffs and the impact of a presidential showdown with Donald Trump back on the ballot will profoundly affect strategic communications for the next few years.

At the very least, we can expect 24 new legislators in the 89th Texas House. Policy advocates and organizations looking for change will need to find out where new members stand on more obscure topics, study the emerging factions of the parties and court new leadership. Education and legislative PR campaigns will need to start earlier to make a bigger impact.

It’s a new political landscape, with even more change on the horizon. It will be critical to adapt your messaging and communications strategies, regularly, to meet the needs of the new day.

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In crisis preparation, we teach organizations about the role of the media during a crisis — this sets realistic expectations and helps mitigate an emotional reaction.

So, what is the role of the media during a crisis?

1. The media serves as a central broadcast system.

It is unrealistic to expect the public not to find out about something going wrong, whether it’s the resignation of a leader or a major oil spill in the Gulf of Mexico. The press has a responsibility to report on real-time happenings and share unbiased truth. It is not a matter of IF the press will find out, but WHEN — public relations comes in to help manage the HOW and ensure fair coverage.

2. The media will amplify whistleblowers and feature human-impact stories.

You can expect to see whistleblowers given a large platform, and reporters will seek out relatable individuals that highlight the human impact of the crisis. An organization’s spokesperson must be a disciplined and empathic public speaker to balance the sides and prevent the organization from becoming a villain. This is why media training is so beneficial.

3. The media will seek to identify solutions.

Whether it’s the last sentence in a local news package or an entire critical segment on cable news, the press will want to address potential solutions to the crisis. An organization should be prepared to address (head-on) speculation, misconceptions and shortcuts that the public may think will solve the problem. Even if the facts are still unfolding, a great rapid-response plan can nip misinformation in the bud.

Understanding the media’s behaviors is a great step in your overall crisis preparation plan.

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A music conductor will dedicate weeks, even years, to practicing and perfecting a symphony that enchants a concert hall. Truly great public speakers exercise a shared skill with musicians: cadence.

Just as the pace of a concerto alters the tone and perception of the music, a speaker’s cadence impacts how the message is received — proving it to be a skill worth honing.

Talking too fast risks losing your audience and can make you appear nervous instead of confident. Try this instead:

Practice Reading Aloud

Silent reading may be the norm, but there are big benefits to reading aloud: improved diction, pronunciation, memory retention and awareness of your tempo. (Bonus: this can also help you effectively utilize facial expressions and hand movements that help set your pace).

Breathe

The excitement of being in front of an audience increases your heart rate and quickens your breath. Making a mental (and physical note in your speech) to pause and breathe is a well-seasoned tip that helps you find appropriate times to slow your speech rate.

Vary Your Speed

To take note from a maestro, “[John F. Kennedy] was a master in the art of pacing: knowing when to get the audience fired up by a blasting fury of words, and when to slow everything right down to carefully measuring out each word to emphasize the meaning of his message.”

JFK’s variation of speed captivated audiences and is an excellent practice in being deliberate about your cadence.

Ask a Question

Whether rhetorical or open for answers, breaking up a speech with a question forces the audience to pause and reflect. This helps slow the overall pace and divides your speech into sections that are easily absorbed.

Just as a skilled conductor shapes the rhythm of a piece to evoke emotion, mastering cadence in communication is an art form that elevates the message, ensuring it resonates deeply with those who listen.

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It was a break from the norm and, undoubtedly, saved Zuckerberg from a Claudine Gay/Liz Magill moment as he met Hawley’s challenge rather than deflecting. It also had us thinking about how an organization restores trust with the public after a misstep.

While this public health crisis has been an ongoing battle, the Senate hearing marked a pivotal moment for social media giants and Zuckerberg took the first step: apologizing. He did so quickly and with empathy. And while his company has had to apologize for many things over the years, his efforts to issue apologies himself have won him some points in the court of public opinion.  

In the hearing, Zuckerberg addressed step two when he outlined efforts by his companies to monitor and further prevent harm. It is a huge undertaking, but Meta will need to fulfill those promises with concrete initiatives and demonstrate to the public how they continue to meet those expectations. With negative public sentiment toward social media rising, it would behoove Meta to remain committed to addressing this issue and restoring public trust.

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The hearing was to examine how campus leaders across the nation had been responding to student protests of the Israel-Palestine war. Unfortunately, both Gay and Magill were seen avoiding direct answers, often riding the fence on a highly controversial topic. Soundbites aired over, and over across media outlets and the leaders were heavily criticized.

Gay and Magill were experienced public speakers and gave excellent, on-message opening remarks but, as time went on, they got increasingly agitated. It’s evident that they didn’t prepare enough for repetitive, tough questions or the combative environment — something we routinely work with our clients on in preparing for legislative testimony.

Most importantly, Gay and Magill needed to project a clear message that stated their university’s stance on both terrorism and free speech. They failed to do this — allowing others to draw conclusions and paint a narrative that left little confidence in their judgment and ability to lead.

In the days following, Magill’s quick resignation allowed Penn the opportunity to begin their rebuild. However, as Allison Carter reported for PR Daily, Gay’s month-long holdout “encouraged some to put Gay’s life under a microscope, finding instances from her past that made it untenable for her to continue in her role.” This has further damaged both her and Harvard’s reputation.

This was a communications nightmare, plain and simple — destroying careers and badly bruising the credibility of some of the nation’s top universities. It’s also a warning to invest in public relations. During a controversy, your message and those who deliver it need to be clear and disciplined, or everyone could suffer enormously.

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New data released by the Pew Research Center gives us the latest intel on where Americans are consuming their news — feeding our communications strategies at The Mach 1 Group.

Digital sources such as news websites, search engines, subscriptions and social media have been the primary way Americans consume their news for the last four years. Online sources are convenient, affordable (often free) and provide users with real-time updates.

Television — both network and cable news programs — still draw a large and often targeted audience, while radio and print publications have remained steadily behind.

While half of adults in the United States get news at least some of the time from social media, they aren’t necessarily using it to seek out news. More Americans relied on social media during the pandemic, but the numbers have languished since 2021 and remain behind news websites/apps and searches. 

What does this tell us? Social media remains a potent instrument in our PR toolbox, but it’s not the sole mechanism at our disposal. Pursuing traditional earned media and investing in search engine optimization (SEO) will often deliver a bigger impact.

A compelling story, seen by many, will transform public opinion. We strive to land positive earned media placements as often as we can, with as many reputable outlets as we can. The latest data tells us that this is still a strategy that works.

Read more about the latest news habits from Pew here.

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In the world of public relations, interviews with the media can be powerful tools for influencing public opinion. To ensure your interviews hit the mark every time, here are some crucial factors to consider:

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Many of us see familiar faces as we walk down the halls or attend committee meetings, so it is no surprise that great friendships form within the Capitol crowd — including with members of the press.

And while maintaining lasting relationships with journalists has long been the backbone of Mach 1’s operations, we are the first to recognize that reporters have a job to do, which often involves asking tough questions. So, we’re excited to share our top tips for managing relationships with the dedicated reporters who navigate the complex world of politics with us:

1. BE PREPARED

If you plan to sit down for an interview with a reporter, you (and your press team) should know all the logistics beforehand: medium, deadline, print/air date — and ideally, their angle.

We’ve seen it first-hand: an ill-prepared interviewee can get defensive — leaving both parties viewing the interaction as a negative experience.

2. UNDERSTAND THE REPORTER’S STYLE

As soon as you agree to a comment or an interview, you should remove yourself from the personal relationship and consider every interaction professional. No matter how chatty or sympathetic a reporter may seem to your cause, only tell them what you’d be willing to have “on the record,” — even if you agree to speak “on background”. Be prepared to deliver your core messages and stay on topic from the moment you enter the room to the moment you leave. This is an interview, not a conversation.

3. RESPECT THEIR ROLE

While having a friendly relationship with a reporter is wonderful, it is important to remember they have a boss to answer to — they aren’t just going to serve you softball questions because you’ve shared coffee at the Capitol Café. Respect their role and be receptive to criticism on your issue — all you can expect is a balanced piece with an accurate representation of your position.

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