The news vs old
To a public relations professional it might seem obvious that other people know how time sensitive PR is. Public relations often equals media relations. The media environment changes very quickly and the news you read in the paper yesterday aren’t news today – they instantly become old.
Remember the News of the World scandal? It happened so recently and was such a huge issue; we talked about it for about a week, maybe two. But now no one actually thinks about it any more. There’s hardly any visible coverage of it now. It’s become the old news.