Are You Tracking Media Eclipses?

April 2024 was the month of an astronomical phenomenon that truly captivated the masses: a solar eclipse to delight amateur astronomers, and a headache for sellers of viewing glasses and school administrators alike (hello, M. Drainville).

Public relations specialists know a thing or two about eclipses as well. The ones that interest us, however, are of a different kind, less impressive to the average person, though often just as fascinating in their own way: media eclipses. These newsroom creations cast a shadow over all information in their path, to the great dismay of organizations and their communications professionals, whose strategies and messages were so carefully crafted. 

Media eclipses are, in fact, recognized phenomena among information scientists. The OQLF defines them as a « situation in which extensive media coverage of an event or series of events occurs at the expense of other news. » The Office even goes so far as to quantify the concept, stating that in the media world, one can speak of a true eclipse « when more than 20% of the media space in a market is occupied by a single subject. » That tells you just how scientific this is! 

A Far From Theoretical Phenomenon

In practice, media eclipses can be grouped into two broad categories: those that will always be unforeseen, and those we can anticipate through effective news monitoring, good political instinct, and a bit of foresight. 

Unforeseen eclipses are the ones that leave the least room for light. If you need proof of the power of the phenomenon, just think back to the last death of a beloved public figure (Karl Tremblay of the Cowboy Fringants or former Prime Minister Brian Mulroney come to mind) that hijacked the programming of continuous news channels, the last natural disaster with shocking images from an otherwise quiet corner of the world, or an unexpected human tragedy. It is in this kind of context that even the OQLF notes that some will consider it « advantageous to release an unpopular piece of news, as it will go largely unnoticed » at that moment. The wisest among us will tell you, above all, that it is better to remain agile as an organization and accept that certain announcements or media releases (yes, even those planned well in advance) should be pushed back until a less saturated news cycle arrives.

Seeing Opportunities in Uncertainty

Eclipses that we can anticipate are not synonymous with certainty, but they do allow for a degree of preparation. Whether it is waiting for a verdict in a highly publicized trial, election results with high stakes (particularly abroad), or the outcome of negotiations that could trigger large-scale strikes, when you can circle a date on your calendar, you can prepare for the various possible scenarios. The same logic applies when you know the date of highly anticipated government announcements, including budget days or economic updates. And judging by the coverage it received, it seems we should add the arrival of a solar eclipse itself to that list!

In summary, monitoring, agility, and opportunity: these are the principles to keep in mind when navigating a news cycle marked by a media eclipse, or any other. 

On that note, happy observing!