It’s something journalists rarely think about and bizarre when it happens – instead of chasing the news, you become the news.
In the past few years, Sylvia Jeffreys has experienced the phenomenon and admits she “struggles” with her relatively new-found fame.
The 30-year-old has been Channel Nine’s resident Today Show news reporter since 2014 (taking over from Georgie Gardner) and told radio presenter Rachel Corbett it was a “difficult” transition from her brief onscreen appearances reporting in Nine’s evening news.
"It was a really interesting transition and by interesting I mean difficult, at times," she told Corbett on her podcast, You've Gotta Start Somewhere.
"I dealt with it by phoning my mum on a regular basis in the first six months. It was tricky and nothing can really prepare you for it."
Making her push into the limelight a little bit more challenging was the fact she began dating fellow Nine reporter, and now husband, Peter Stefanovic.
Listen: Studio Ten host Sarah Harris also knows what it's like to be pursued by paps. (Post continues after audio.)
"For whatever reason there is quite a bit of interest in breakfast television and the people who front it," she told Corbett.