In the fast-paced world of Public Relations, newsjacking is essential for many brands and organisations, inserting your brand into a trending news story has become an invaluable tool for gaining attention. When done right, newsjacking can boost brand visibility, build credibility, and create a surge in engagement. However, if not handled carefully, it can also backfire, risking the brand’s reputation. Here’s what to consider to make the most out of newsjacking opportunities:
Monitor the news
Stay on top of breaking news. This is where a real-time, proactive approach to monitoring news stories comes into play. A part of effective newsjacking when it comes to public relations is to always be on the lookout for major stories and trends that align with their brand’s values or industry.
Timing is everything
To newsjack, timing is everything, newsjacking is the most effective when acted on within hours of a story breaking. However, speed should never override good judgement, to check the facts, consider the context, and plan a thoughtful response.
Stay true to the brand’s voice and values
Not every story will be a good fit. Consider whether the trending topic aligns with the brand’s voice and values. Newsjacking should feel genuine and natural, not like the brand is forcing its way into a conversation. The most successful newsjacking stories don’t just repeat the news, they add value to it, this could mean sharing a quick tip, a quote from someone in the brands leadership team, an industry insight, or even a humorous twist, depending on the situation.
Include in your strategy
While newsjacking is reactive by nature, it’s great to include within the strategy. Keeping a flexible calendar that allows you to monitor awareness days that are coming up, will make newsjacking efforts more structured and efficient.
Finally…
Newsjacking is a great way to be part of wider conversations to reach new and existing audiences. It is a great way to build brand awareness and be part of larger conversations. When done right, newsjacking doesn’t just capture attention; it also builds a reputation for being timely, relevant, and thoughtful.
