Ride the News Wave

Phil is write:

It seems to me that the challenge posed by increasingly shorter news cycles and the proliferation of media outlets is to figure out a way to ride the news wave. The most important thing a campaign can do in the morning is figure out where the zeitgeist is and tailor their action items to it So for example, if Lehman is the issue of the day, figure out a way to make news on that issue in a way that advances your overall message goals.