So what is successful newsjacking?
Whilst your PR campaign is making waves, newsjacking can fit into the gaps, giving your strategy a boost. By making the news do the hard work for you, you can piggyback off of breaking news stories and see results in a matter of hours.
A popular buzzword within the content marketing sphere, newsjacking was the word of the year in 2017 and was originally coined by David Meerman Scott. Scott defines newsjacking as the process of adding your thoughts and opinions into breaking news stories.
By spotting a popular news story and providing insightful, relevant and helpful content for the journalists covering it, you build relationships and links and brand authority.
Making newsjacking work
But making the most of your newsjacking efforts is no easy feat.
At Tecmark, we constantly monitor the news using a variety of tools, including Google alerts and regular reviews of recent media coverage relating to your brand’s industry.
The key is speed. News cycles can shoot up and die down within hours, so being quick off the mark is the only way to place your brand at the forefront of the latest trending topics. Wasting time is not an option, so our team will have to spot any relevant breakthrough topics or hot conversations and get to work on our newsjacking tactics.
When appropriate, we’ll offer journalists an expert comment on the topic, or adapt any existing content marketing pieces by highlighting the applicable elements and sharing them with relevant publications.
The first noted instance on newsjacking was actually by Oreo in 2013, after they responded to the power outage at the 2013 Super Bowl in New Orleans Superdome. Their tweet made light of the situation, whilst staying true to their brand’s message – and in record time.
When this is done right, brands turn almost any news story into an opportunity to spread their message and establish their voice.
What can newsjacking do for my brand?
Who doesn’t want to stand out from their competitors? You’re not the only brand out there trying to reap the rewards of newsjacking. Getting into the inboxes of journalists before the peak of the story hits is absolutely essential, and when done correctly can have amazing results.
Newsjacking gives you the chance to put your brand at the forefront of a hot topic, and consequently a larger audience. This introduction to brand new eyes can drive more traffic, attract new leads and convert them into sales, and what’s better than a positive first impression?
Newsjacking also improves your brand’s reputation and recognition.
Leveraging a viral news story to your benefit can place your brand’s voice as the expert, highlighting your authority within your industry and improving the trust of potential customers.
So, bolster your brand marketing strategy and get newsjacking to reach new audiences, earn virality, expert status and fruitful relationships with journalists.
Newsjacking: Frequently Asked Questions
Newsjacking is often a term that refers to a digital PR tactic that is used throughout campaigns built to build brand awareness and backlinks. By tracking the news and being tuned in to breaking stories, digital PR specialists leverage hot topics to work for their campaign. This is done by providing an expert comment, insight or information from a brand or business the specialist is working with. The aim is to have the publisher discussing the news to use the information provided, along with credit to the brand or business, placing them in the middle of a highly discussed topic.
Newsjacking is a great way of having your brand or business be in the middle of a heavily discussed topic, right when it’s the most relevant. It can be difficult to cut through the noise of trending topics, so by placing your brand’s name in the middle of it, you’re exposing your brand’s message to a huge audience. This builds brand authority, trustworthiness and intrigue amongst your target audience, and a wider group of people. It also helps to build relationships and contacts in the media, as journalists appreciate helpful information and are more likely to approach the specialist for future content.
There are plenty of businesses that would benefit from newsjacking. The process of newsjacking isn’t particularly focused on one industry or type of service, as it is more focused on adapting your business’ voice to be appropriate for a variety of news stories. Being able to take advantage of a huge discussion and use the opportunity to boost your business’ awareness can yield fantastic results. However, it is key to be wary of different topics you may be newsjacking. Incredibly sensitive topics that are trending are best avoided to not offend the audience or the writer. Similarly, any conversation that is only loosely connected to your business’ industry is best avoided, otherwise it wastes a journalist’s time, or make your business seem like it is acting out of character or in distaste.
Newsjacking isn’t necessarily easy, as it can come with some unique challenges. The news cycle is neverending and refreshing at a fast rate 24 hours a day, seven days a week. As a result, there it can seem as though there are never-ending opportunities. However, newsjacking can be a competitive market, with many other brands offering their insight into the trending topics. One of the biggest challenges with newsjacking is ensuring that the story you’re reacting to is appropriate for your brand. Having hyper-relevant information that is adaptable for a journalist to use is the best way to earn placement and credit.