Seizing stories that are trending in the news and online—a concept known as “newsjacking”—is an excellent way to share key messages where others can see them, provide expert opinions and build thought leadership. Follow these five strategies to successfully take advantage of trending news stories: 1. Choose the right news story.
Determine which stories are going to work for the message you have crafted. Only leverage stories which would engage the audience and relate directly to the brand and business.
If your client is an insurance company and you notice a lot of stories in the media about rising insurance premiums, you can pitch your client to a relevant journalist as an expert to comment on these issues. 2. Be prepared. Be proactive and prepare for possible opportunities.
Think about topics that relate to your client’s area of expertise and brainstorm any possible news events that could be related to these topics. You can then reactively pitch to news outlets when a similar story emerges.
3. Monitor news media and social media.
Monitor the conversations in news media publications and on social media. By keeping up to date, you will be better able to pick up on stories that will work.