In 2013, there will be a minimum of 365 news cycles, each of those composed of respective micro-news cycles.

In each 30-minute television news cycle, an average of eight minutes is set aside for news (the rest is composed of weather, sports or national fluff, teases and advertising).

Once you get past the spot news and other local news cycles there is really only about two minutes (on a good day) that is available for business news, announcements, ribbon cuttings and non-crime community happenings.

Who is fighting for that two-minute window?  In New Mexico, on any given day, there are about 40-50 organizations and communication firms that are trying to be relevant to one person, the assignment editor.

Assuming your idea makes it past the first gatekeeper, there is a hierarchy of approvals that need to be bestowed in order get on the schedule. Even then, making the schedule doesn’t guarantee coverage, your story/event could (and probably will) be preempted by the crime de jour, which will occur about 20 minutes before the media is set to show up.

Madness.

For organizations to be successful in connecting with their target audience over the next 365 news cycles, they will have to be better at being relevant to their target audiences… absent of traditional media coverage.

Now don’t get me wrong, mass media is the quickest and most credible way to share your story.  Communicators need to be sure there is a healthy mix of traditional media relations built into tactical outreach plans.  Just don’t bet the farm on a media event when determining overall success.

If Peter Drucker is correct then “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Shaping public perception and motivating public action is complemented by the 365 news cycle but it is rooted through enabling your loyal customers/messengers to share your story.

Image shared via (May 30, 2012 – Source: Chip Somodevilla/Getty Images North America) http://www.zimbio.com/pictures/7FcF72MVLpP/George+W+Bush+Laura+Bush+Attend+White+House/X__MWbKhipF