Drones in New Jersey dominated front pages worldwide last month, and Google News searches for “Drones” even saw a record spike. But what does this, COVID-related toilet paper shortages, and Boeing’s plane failures have in common? While each of these events has distinct underlying causes, their sudden surge in attention shares a common trigger.
The incidents themselves are driven by multiple complex factors, yet each has been exacerbated by a mix of rapid social media proliferation and the desperate click-chasing of traditional media outlets. This, I believe, has given rise to what I call ‘Media Momentum Spirals’.

Source: Google News Search for Drones
A ‘Media Momentum Spiral’ can begin from either social media or traditional media. However, it is the reinforcing feedback loop which in turn creates the monster:
- Initial event or trend: A media story or trend captures public attention, usually with some salacious conspiracy element.
- Amplification by social platforms: Platforms like TikTok further magnify interest by driving engagement and sharing, which increases visibility.
- Media response: Click-driven publications react to the growing attention by producing more stories to capitalise on the traffic.
- Cycle intensification: The additional media coverage feeds back into public interest, creating even more social media amplification and further media output.
Social Disinformation and Traditional Media Desperation
This type of feedback loop has always existed. However, in recent years two major factors have amplified its impact to dangerous levels and removed some of the levers which would have put a halt on the spiral.
Firstly, the growth of social media, specifically TikTok as a news source. According to Pew Research Center, in just four years, the share of US adults who say they regularly get news from TikTok has grown about fivefold, from 3% in 2020 to 17% in 2024. These sites feed off conspiracy, as public attention grows, theories and false narratives often emerge and spread rapidly across platforms like TikTok and Twitter, driven by sensationalism and emotional engagement. The truth often goes out of the window, as there are very few checks and balances, and it is incentivised for creators to maximise their views.
Then secondly, with attention moving away from traditional media towards digital platforms, many outlets are under immense pressure to attract more eyes to their content to sustain advertising revenue and relevance. This has led to an increasing reliance on click-driven strategies, where sensational headlines, provocative angles, and trending stories are prioritised to maximise engagement. In their attempt to recapture dwindling attention, publications often amplify viral stories—regardless of their substance—further fuelling the cycle of media saturation. This shift has created an environment where the pursuit of clicks can sometimes override journalistic depth and balance, intensifying the spread of both legitimate news and misinformation.
The Boeing Example
Let’s examine the Boeing case to illustrate the impact ‘Media Momentum Spirals’ can have on companies. The aircraft manufacturer was profoundly affected by this phenomenon following high-profile incidents, such as the crashes involving the 737 MAX. Initial reports of the accidents sparked public concern and intense scrutiny, which were quickly amplified by social media discussions and widespread media coverage. As interest escalated, news outlets churned out more stories focusing on safety concerns, regulatory responses, and corporate accountability. This relentless cycle of amplification heightened public pressure, eroded trust in Boeing, and prolonged the crisis—ultimately resulting in financial losses, regulatory investigations, and significant reputational damage. There was unlikely to have been such a marked increase in aviation incidents at the time; rather, the intensified media spotlight created the perception of a broader, systemic issue.
Halting the Spiral
There are several tactics PR practitioners can employ to halt the media momentum spiral, including leveraging owned channels, engaging with key journalists, and enlisting third-party experts. However, the common thread among these approaches is the need for proactive and transparent communication.
The spiral thrives on speculation and conspiracy—take the New Jersey drones incident as a prime example. Clear reasoning from the government and a strong, timely response could have calmed the situation before it gained unstoppable momentum. Once the spiral reaches terminal velocity, it often spirals beyond anyone’s control.
While PR practitioners can use tactics to mitigate spirals, truly systemic change requires addressing the two root causes. This includes implementing more stringent disinformation regulations targeting social platforms such as TikTok and Instagram, alongside greater controls on news media and a stronger focus on combating nation-state-sponsored publications that seed fake news. Without these measures, the lines between conspiracy and truth will continue to blur, leaving companies, individuals, and governments vulnerable to the devastating effects of a ‘Media Momentum Spiral.’
If you want to learn about how brands can prepare for and navigate a potential spiral, contact us.