The Wire

PR, in real time.

Weekly commentary on the news cycle — what worked, what reeked, and the plays underneath. A new dispatch every Monday.

• May 23, 2026

  The Fine Line: Ethical Newsjacking in Times of Tragedy

  When disaster strikes, the PR world often sees an uptick in brands attempting to insert themselves into the conversation. It's a dangerous game. Here's why you should think twice, and how to do it right if you must.