How to Use Newsjacking to Get Media Attention for Your Company
There are almost unlimited opportunities for marketers to embrace the art of newsjacking in our fast-paced online environment of frequent news updates. When done correctly, newsjacking can be a terrific kind of free PR, allowing you to reach a larger audience by capitalizing on a popular topic, resulting in press coverage and social media buzz for your company. When done incorrectly, however, newsjacking can appear forced and provide little to no benefits, or even result in negative press for your company.
In the following article, we'll go over some of our best newsjacking strategies, as well as some typical traps to avoid.
What is Newsjacking
Newsjacking is a public relations approach in which a company uses popular news stories to get attention. Your brand can earn extra attention by riding on the wave of trending news stories if your newsjacking attempt is relevant, timely, and well-thought-out.
This can be accomplished by leaving a comment on a popular store or even establishing a campaign around it. Newsjacking can be fun and amusing, or it can allow you to participate in current events while also communicating your company values.
Newsjacking in the Age of Social Media
Newsjacking isn't new, but social media has made it easier for many more firms to join the 'viral' bandwagon of popular news items. Traditionally, newsjacking entailed public relations teams monitoring the news and pitching press releases to journalists and media on behalf of their clients. Although newsjacking still occurs in conventional media, most newsjacking now occurs at a 'blink and you'll miss it' pace on social media platforms like Twitter or Instagram. In reality, newsjacking can sometimes function in the other direction of conventional media.
Tips for Successful Newsjacking
When done correctly, newsjacking can help you draw attention to your brand and reach a much larger audience, but it takes planning to ensure that your response is timely and relevant.
Keep an eye out for the trending topics. It's critical to keep ahead of the curve when it comes to spotting current news stories. It may be too late once everyone you know has heard about a tale. Keep an eye on hot Twitter topics to discover what people are talking about on the social media platform. You can also use tools like Google Trends and BuzzSumo to see what stories are popular throughout the world and customize them to set alerts for news pieces on certain topics.
Pick Your Battles. Attempting to utilize every current news story for your company is difficult, and generally unwise. Ask yourself if it's suitable for your brand to remark on a story before you decide to newsjack it, especially if it's a topic you're unfamiliar with. Some days, such as Valentine's Day or Mother's Day, are popular newsjacking targets for brands, and there may be a lot more competition because there are so many firms fighting for attention. This isn't to say that you can't participate; but, in order to be noticed these days, you may need to put more effort into any campaigns you run.
Good Timing is the Key. News moves quickly, and if you are sluggish to react to a story, your newsjacking efforts are likely to be overlooked since it will be considered "old news." Your newsjacking proposal, no matter how amazing it is, must be released at the correct time to get attention. The figure below depicts the best time to news jack a story before journalists scramble for further details and public interest develops. If you can get your brand into the right place at the right time, you'll be a part of the story as it starts to trend on social media.
Align with Your Brand Image. It's tempting to react as quickly as possible once you've spotted breaking news stories to remark on. While moving promptly is critical, it is also critical that anything you release is consistent with your brand image, otherwise, you risk damaging your reputation. Make sure that anything you're posting is consistent with your brand's image and that it's something that your target audience would like to see.
Newsjacking may be a fantastic way for both large and small businesses to increase their visibility and reach new audiences. You may utilize newsjacking to increase brand awareness and reach new audiences by being mindful of typical pitfalls and remaining faithful to your brand.