How to capitalise on the news agenda and catapult your business into national media by Rick Panesar, Consultant at Hard Numbers
One of the most effective ways to generate coverage and raise awareness for you and your brand is to master the art of newsjacking.
Newsjacking doesn’t come without its risks though. Jumping on the back of sensitive news stories, or providing potentially provocative commentary and opinions at short deadlines carries no guarantee of success, and can be challenging to turn around quickly.
But done well, it can put your brand into the limelight, raise awareness and position your spokespeople as an authoritative voice in their sector and can pay major dividends for your business.
What is newsjacking
Newsjacking is a term coined by David Meerman Scott in his book, “Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” According to Scott, newsjacking is the process of harnessing the news agenda and breaking news stories, to add your thoughts and opinions to drive additional coverage.
When big, relevant news stories break, journalists and media outlets are often looking for expert comment and opinion to go beyond the headlines to help their audiences understand what is behind the news story.
Top tips:
Watch the news
To stay informed about the current news cycle and breaking news stories, you need to be constantly monitoring the news. This could be by going through the daily newspapers, online news sites, social media platforms such as Twitter, Facebook or TikTok - basically any source that shares news.
Get your ducks in a row
As with most things in life, preparation is key and the same applies to newsjacking successfully. Pre-approved positioning statements on relevant topics can be utilised or adapted promptly as the basis for submitting content to journalists. It's important to ensure that spokespeople are ready and available to speak to the media or answer any journalist queries (often at short notice). You will also need any relevant assets and collateral that will help support the story to hand.
Don’t be late to the party
Timing can not be overstated when it comes to newsjacking. To give yourself the best chance of getting ‘involved’, approaching journalists and media outlets as the story breaks is the optimum time to newsjack.
Newsjacking can be either proactive or reactive. Proactive opportunities are easier to plan for in advance, such as upcoming key dates, public announcements, anniversaries and yearly occurrences that regularly make headlines in the news.
Reactive opportunities are a whole different kettle of fish. This is where you need to monitor the news agenda closely and be ready to respond quickly to a breaking news story with spokespeople, quotes and any supporting content. Whilst there is more pressure and a tighter turnaround time to respond to reactive opportunities, the potential coverage gains are much bigger.
Know your marbles
Having a sound understanding of the topic will help your pitch be more enticing to journalists. Producing comments, quotes and content that is both unique and compelling, will help drive coverage and make your spokespeople or content stand out.
You will also stand a much higher chance of journalists and media outlets approaching you again to work with you or your spokespeople in the future.
Practice makes perfect
Successful newsjacking, or real-time media relations, is a skillful blend of staying on top of the news agenda, being well prepared, impeccable timing and unique content.
The news agenda can be unpredictable at the best of times, so your newsjacking efforts may not necessarily land every time. Whilst newsjacking can take up a lot of time and resources, don’t be disheartened - practice makes perfect.
When the magic does work, your newsjacking efforts will result in generating extensive media coverage, profile building and raising awareness to help you and your business reach a much wider audience.
If you’re looking for ways to insert your business into the conversation and build credibility, find out how Hard Numbers can help you and say hello via our contact page today.
