Breaking news can take many forms — a natural disaster, a political scandal or any major event outside your control. They’re rare but unavoidable. When they hit, they dominate the conversation and drown out everything else.

That’s why, when a big breaking story hijacks media attention, it’s crucial to pause and reassess even the most meticulously planned PR campaigns. After all, no one’s going to care about your annual report press release when a hurricane just devastated the largest city in your state.

Here’s how to maintain momentum without competing for attention — or worse, coming across as insensitive or out of touch:

Hit pause before you hit send
If your announcement isn’t urgent, delay it. Trying to break through nonstop coverage usually means your story gets lost in the noise.

Read the room
Ask yourself: Is this message appropriate right now? Could it seem irrelevant or opportunistic in light of current events?

Find connection points
If your organization or spokespeople can offer relevant, thoughtful commentary related to the breaking news, pivot to that angle instead.

Switch channels
Focus less on traditional earned media and more on direct-to-audience platforms — like social media, newsletters and blogs — where you control timing and tone. Also, review any scheduled posts to avoid messaging that might seem tone-deaf; cancel or postpone as needed.

Stay visible internally
Use this pause to update your internal teams, deepen relationships with reporters and develop follow-up story ideas for when the news cycle shifts.

Bottom line: Your ability to stay agile during major news events not only protects your messaging from missteps but also positions you as a trusted voice when the spotlight returns.

The post When the News Cycle Goes Off the Rails: <br> </br>How to Pivot Your PR Strategy appeared first on The Mach 1 Group.

As much as we pride ourselves on high-impact messaging, we’re equally proud of our four-legged, furry and fabulous team members who keep our days grounded (and often covered in pet hair). So for this holiday week, we’re giving the spotlight to the real stars of Mach 1.

the Pets of Mach 1

Pepper, Pet of Caroline Payne, VP
Tall, scruffy and the ultimate sidekick, Pepper is a December 2024 rescue who recently discovered she’s 50% Old English Sheepdog, 50% Lab/Boxer, and 100% the best girl. She’s never more than a foot away from her human, or the nearest treat.

Archie, Pet of Olivia Vegas, Intern
A handsome German Shepherd with a passion for frisbee and a focus that would make any campaign manager proud.

Winston, Pet of Olivia Vegas, Intern
This English Cocker Spaniel may be all ears, but his heart belongs to broccoli and ice. He’s the office gourmet.

Henry & Rory, Pets of Mary Love, COO
Henry, a 13-year-old toy poodle, has been the Mach 1 mascot since day one. Rory, his younger Aussiedoodle brother, enjoys rolling in the sunshine, chasing deer and keeping the perimeter secure.

Mr. Peabody, Pet of Alice Claiborne, VP & Director of Earned Media
A 10-year-old Maltipoo and fashion icon. With his natural tuxedo coloring, Mr. Peabody is always dressed to impress.

Pancake, Pet of Talan Tyminski, Senior VP & Client Service Director
She is three years old, deeply suspicious of kitchen appliances and a proud defender of all things domestic. Appliances beware.

Marley, Pet of Katherine McLane, Founder & CEO
A 13-year-old Abyssinian with the grace of Cary Grant. Marley is polite, polished and clearly in charge.

Rexy, Pet of Katherine McLane, Founder & CEO
Twelve weeks old and six pounds of pure chaos. This Cava Poo loves naps, deer-chasing attempts and generally tormenting Marley (who does not find it charming).

Chloe, Pet of Carsyn Collins, Account Executive
With matching initials and a birthday exactly one month apart from her human, Chloe the cat meows only during client calls. It’s called brand consistency.

Nelli, Pet of Meadow Votis, Intern
A 10-year-old chocolate Lab, Nelli is the official UT Austin Waterski Team dog. She plays fetch, swims like a champ and dances like nobody’s watching (even when everyone is).

Dottie, Pet of Sharon Chapman, VP
A sweet and quirky Catahoula leopard dog mix, Dottie was rescued during the 2021 freeze with her litter of seven pups. When she was adopted, her name was coincidentally the same as her human’s grandmother – a clear indication it was meant to be!

Bessie, Pet of Jamie McCormick, Senior Strategist
Bessie Joni Mitchell McCormick, Jamie’s eight-year-old Great Pyrenees, is an actual angel if she approves of your presence. Bessie loves a swimming hole, an off-leash hike and to guard the backyard.

Floyd, Pet of Jamie McCormick, Senior Strategist
Floyd is Jamie’s one-year-old Australian Shepherd. He was born on the eclipse and he’s named for Pink Floyd’s Dark Side of the Moon/Eclipse. He is very playful, funny and can jump wildly high. He approves of everyone’s presence.

At Mach 1, our furry coworkers may not join meetings (on purpose), but they’re a big part of what keeps us grounded. They remind us to take breaks, stay curious and enjoy the everyday moments.

Happy Fourth of July week from all of us (and our furry friends) at The Mach 1 Group!

The post The Pets of Mach 1: Our Behind-the-Scenes Dream Team appeared first on The Mach 1 Group.