The media control ops are run out of Centcom who coordinate across the Federal alphabet agencies, as well as at state and local level to ensure an agreed narrative is followed. They even go as far as setting up thousands of sock accounts on fringe social media sites to frame events. They're aware that places like 4chan have huge influence over narrative framing. (You may have noticed odd posts on here 24 hours after the attack).
Military's 'sock puppet' software creates fake online identities to spread pro-American propaganda
www.theguardian.com
This article was published in the Guardian 10 years ago. The size and scope of the operation and their ability to manipulate can only have grown massively since. Note that if I posted a comment on the Guardian today claiming that the US government was posting millions of fake comments on social media from tens of thousands of sock accounts I'd be banned on the spot for disinformation. How the world has changed.
In terms of the news media, ownership is concentrated in 6 companies AT&T, Disney, Viacom, News Corp, EW Scripps (Warren Buffet) and NBCUniversal. News aggregation is Google and Facebook, there's nothing else except a few tiny independent sites. So that's 8 people they have to call. How big stories will be covered is done at a news editor level. All the big media companies hold daily editors meetings where orders are given out. The stories we will be covering are A, B and C. This is how they will be framed. This is the narrative we will be following. Note that the January 6th storyline, that thousands of Trump supporting domestic terrorists were trying to bring down the US government, was already in place well before events kicked off that day.
The black nationalist vehicle attack is different. It was an unexpected event not a staged one like Jan 6th. (At least it appears that way) Instead of having an agreed narrative ready to go it took them 24 hours to decide on it, so the local cops and almost all the media went into radio silence until they received their marching orders. This was to give time for the DOJ to send in their clean up team to the locality to figure out what had happened and if their was a need to put out fires. It turns out there was.