Kenny Rogers was right.

You’ve got to know when to walk away. And when to run.

I’m going to confess something terrible. As a PR pro, I don’t always enjoy consuming national broadcast news. I do it, of course—I must—but it’s taxing to the spirit and, I suspect, bad for my brain.[1]

That’s because of the breathlessness with which most stories are told. Every 15 minutes, we are told of URGENT BREAKING NEWS, complete with a big moving logo, scary music, and an agitated reporter ready to share the Big Terrible Thing Happening Now.

I get it. We’re in a 24/7 news cycle, and broadcasters must make bank. Drama and conflict keep our eyes glued to our screens, and the bigger the story, the more we pay attention.

And sometimes, as in the case of Hurricane Helene, the drama is very real (I pray for those victims and mourn the losses as much as anyone—I spent part of my honeymoon in Asheville, and am so sad to see what’s happening there and elsewhere).

However, Helene is the exception, rather than the rule. Nine times out of ten, we’re focused on stuff that doesn’t truly matter in the long run.

This kind of hypervigilance creates feelings of anxiety and helplessness in all of us. Even large organizations. That’s why we tend to feel the need to do something. Anything.

There’s a science behind it. People and organizations often feel they need to be part of the latest news because of social influence. When a news story becomes very popular, people jump on the bandwagon to fit in or stay relevant. This is called "social proof" and means that if many people talk about something, others feel they should join in too (Cialdini, 2009). Also, there's something called the "availability heuristic," where people think something is more important because it's in the news often (Tversky & Kahneman, 1973). For organizations, joining the conversation helps them stay visible and show they are up to date with current events. This is why they often feel the need to be involved in whatever is trending in the news 

And… that’s where I come in.

I often field phone calls from clients who want me to write a statement urgently because something big has happened. What do they want to say? They don’t know. But they want to say something.

And…. this is where no-fun SVK stands up to be, well, no fun.

I wrote about this before, but with the crazy 2024 presidential election season upon us, it is reasonable to anticipate more big news this fall. In a 24-hour news cycle, October Surprises must be bigger and better than just an unfiled tax return or a spurned lover. We’re talking global. Huge. Say it with me now… UNPRECEDENTED.

I’m anticipating big stuff this fall and pre-warning everyone I know: stay out of it. Opinionating on the large and ludicrous will not do any good, especially not quickly.

Some pretend scenarios:

• Russian oligarchs take down the power grid and internet, leading to social collapse. Nobody wants to know your new bank hours or how to order paper checks via a press release. Record an outgoing voicemail and post a sign on the door. Your thoughts on the FY 25 state budget? Save ‘em for later.

• Remember the 1983 movie that scarred all Gen-Xers for life?[2] The Day After, starring Jason Robards (with surprise appearances by Steve Guttenberg and John Lithgow)? Yeah, let’s say that happens.  First, you don’t need to respond (unless you are the Red Cross or the Army). Second, please don’t call me. I’ll be in the bunker, so my phone might not work.

Before issuing a statement, consider these three things:

• If I keep silent on this, will it hurt my brand? If so, then we can talk about what to say.

• If I speak, COULD it hurt my brand? If so, let’s sit this one out.

• Can I add value to this conversation, or have folks already been saying what I think I want to say? If yes, let’s keep quiet for now.

Weighing in on big news is a decision that should never be taken lightly. By asking yourself, "Who is waiting to hear from me on this?" you can better navigate the complexities of public communication and ensure that your voice is heard when it matters most.

By doing so, you’ll not only meet your audience's expectations but also strengthen your brand’s reputation as a thoughtful and reliable source of information.

[1] Of course, there are spectacular reporters out there. I am privileged to know many, and my respect for them is enormous. I also worry about them. If my intellect is suffering, I imagine theirs is gasping on the floor.

[2] If you haven’t watched it, click here. But put the kids to bed early and pour a stiff drink first.