The media landscape has shifted with the war, and that means your PR and communications team should be adapting with it. Here’s some insight on how to rework your narrative for times like this.
By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
If you’re pitching feature stories right now, you might feel like you’re speaking into a black hole. That’s because the news cycle has shifted — fast.
Today, a New York Times reporter told me she’s backed up almost entirely on war-related angles tied to Iran. And it’s not an isolated case. Across top-tier media, reporters are being pulled toward hard news — geopolitics, national security, economic fallout, and global risk. Every major Tier One media interview we’ve secured over the last two months has been tied to the Iran War. That’s not a coincidence.
The media doesn’t just adjust — it reorients completely. The best publicists adapt to the news climate.
The Editorial Shift: From Feature Stories to Hard News
When global conflict enters the new cycle, editorial priorities tighten.
Stories that once had momentum — lifestyle, business profiles, trend pieces — get pushed aside. Not because they’re bad stories but because the most urgent stories take priority.
This is the key insight many brands miss. Reporters don’t stop needing sources — they change what they need sources to discuss.
Media Coverage Secured in March and April
The last two months were very busy for MACIAS PR. We secured interviews and media coverage with the Wall Street Journal, Bloomberg, CNBC, New York Times, Reuters and others. Every one of those journalists needed an expert for context. They turned to us because our stories were relevant, timely and added conflict to the confusing world.
In more simple terms, the bar for securing media interviews is shifting from interesting to essential.
Where the Opportunity Still Exists
Your brand doesn’t have to be in defense, politics, or government to remain relevant. What matters more is connecting your story to the moment, or riding the wave of momentum.
Examples on how to do this for your brand:
- A logistics company → discuss supply chain disruption
- A healthcare company → what’s the impact on global drug manufacturing
- A tech company → cybersecurity threats tied to geopolitical conflict
- A finance firm → market volatility, oil pricing, risk exposure
The news story isn’t your company. It’s about the impact — and the color or insight that your leadership sees on the horizon.
Mistake Many Brands Make
I’ve been running this PR agency for almost 17 years now. I’ve worked with many large brands that have internal PR and communications team. It doesn’t matter the industry or size, I’ve seen many of these companies make the same mistake in times like this — They keep pitching the same story.
But the context has changed — and in PR, context is everything. If you don’t adjust your narrative to match the moment, your story becomes invisible.
The PR Takeaway
There are always opportunities for media coverage — even in the middle of a global crisis, but the window is smaller, and the expectations are usually higher. When a reporter is under a tight deadline, the margin for error disappears.
If you’re having trouble getting through the war noise, message me and we can schedule a call. I’ll walk you through a strategy and how we can rise above the noise. Since you read this far, here’s my cell if you want to send a text – 917-771-7693.
ABOUT MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year.