I recently learned of the intriguing communications tactic known as “newsjacking.” For those who are unfamiliar with the term (much as I was), newsjacking refers to when someone capitalizes on a trending news topic by using humor or by inserting your organizations’s point of view into the dialogue.
At Communiqué PR, we have successfully carried out newsjacking by monitoring print and online stories, then pitching follow-up stories in accordance. The rise of social media has further transformed the newsjacking process and significantly impacts the speed at which a brand can respond to breaking news. Social media is an important tool in the arsenal as it presents a valuable opportunity to respond quickly and add one’s voice to the dialogue.
However, while newsjacking offers big benefits for brands, the process also takes a significant amount of time and resources. Key steps such as monitoring social media and influential reporters, reading their coverage, and staying up to date on what competitors are saying and doing are necessary to ensure newsjacking is worth your effort.