How to use newsjacking as a content strategy

Everybody’s newsjacking these days, but what’s the best way to do it? A new guide from Ragan Communications and Red Touch Media offers ways to generate coverage without stepping in it.

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Newsjacking—the wildly popular new form of public relations and marketing—comes wrapped in a paradox.

It one of the hottest trends for getting attention and engaging fans, yet it is one of the easiest ways for a brand to embarrass itself.

How, then, do you get it right when you try to cash in on trending news, events or hashtags?

A new guide from Ragan Communications and Red Touch Media—”Newsjacking as a Content Strategy“—offers tips and strategies for organizations trying to newsjack, whether it’s the Oscars, a major news event or a competitor’s acquisition of another company.

“You’re shoehorning your client’s message or story or point of view into a bigger story,” says Dorothy Crenshaw, chief executive of Crenshaw Communications, who has long practiced newsjacking under the name “newssurfing.”

The guide explains:

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