Newsjacking

In today's fast-paced media landscape, getting your message heard can be a daunting task. David Meerman Scott's book "Newsjacking" offers a fresh perspective on how to cut through the noise and grab the attention of both journalists and the public. This innovative approach to publicity doesn't require a big budget or extensive connections – just a keen eye for opportunity and quick reflexes.

Introduction

"Newsjacking" is all about hijacking breaking news stories to get your message into the public eye. It's a powerful tool that can help individuals, companies, and organizations gain media attention without relying on traditional advertising methods. The book explores how the changing nature of news consumption and reporting has created new opportunities for savvy communicators to insert themselves into the conversation.

The Power of Newsjacking

One of the key ideas in the book is that newsjacking can be an incredibly effective way to gain publicity. Scott provides several examples of successful newsjacking, including:

1. Rick Perry's presidential campaign announcement: By timing his announcement to coincide with a major Republican Party event in Iowa, Perry managed to dominate the headlines and push other news to the back pages.

2. Wynn Resorts banning Paris Hilton: When Hilton was arrested for drug possession, Wynn Resorts announced they were banning her from their properties, despite having no direct connection to the incident. This clever move garnered them significant media attention.

These examples demonstrate how well-timed actions can generate massive publicity that would otherwise cost millions in traditional advertising.

The Changing Media Landscape

Scott explains that the current media environment is ideal for newsjacking because:

1. News consumption has shifted to a 24/7, real-time model.
2. A single tweet can dramatically alter the direction of news coverage.
3. Journalists are under pressure to produce content constantly, making them more receptive to ready-made stories.

This new reality means that planned news campaigns are less effective than they once were, creating opportunities for those who can react quickly to breaking news.

Aiming for the Second Paragraph

An important strategy discussed in the book is targeting the second paragraph of news stories. Scott explains that:

1. The first paragraph typically covers the basic facts (who, what, where, when).
2. The second paragraph often explores the "why" or "what next" angles.

By providing journalists with relevant commentary or a related story, newsjackers can often secure a mention in this crucial second paragraph. Scott uses the example of the London Fire Brigade offering Kate Winslet firefighter training after she helped rescue people from a house fire. This clever move got them mentioned in numerous news stories about the incident.

Staying on Top of Trends

To be successful at newsjacking, Scott emphasizes the importance of closely following trending topics in your industry and beyond. He suggests:

1. Following relevant bloggers, analysts, and journalists on social media and RSS feeds.
2. Monitoring keywords and phrases used by these influencers.
3. Setting up Google News alerts and updating them as trends shift.

The author also stresses the importance of maintaining a credible online presence by consistently providing insightful comments on industry developments. This helps establish you as a reliable source for journalists seeking diverse perspectives.

Turning Competitors' Announcements into Opportunities

Scott provides an interesting example of how companies can use newsjacking to their advantage when competitors make announcements. He describes how SMTP.com, an email service provider, released a media alert in response to Amazon's entry into the email delivery market. This quick action allowed SMTP.com to gain significant attention and even draw some focus away from Amazon's announcement.

Reputation Management Through Newsjacking

One of the most powerful applications of newsjacking, according to Scott, is its ability to help manage and recover from PR crises. He shares the story of Larry Flynt, the controversial publisher of Hustler magazine, who used newsjacking to improve his public image:

1. Flynt found himself embroiled in a government-linked sex scandal.
2. At the same time, Wikipedia was gaining prominence.
3. Flynt announced a $50,000 donation to Wikipedia, effectively shifting his image from that of an unsavory character to a defender of free speech.

This example illustrates how skilled newsjackers can steer media attention away from negative stories and towards more positive narratives.

Best Practices for Newsjacking

Throughout the book, Scott offers valuable advice for those looking to try newsjacking:

1. Always be prepared to react to PR crises.
2. Maintain a cordial and professional demeanor when discussing competitors.
3. Use proper grammar and avoid excessive jargon in online communications.
4. Be sensitive when newsjacking stories involving human suffering.
5. Stay genuine and avoid overtly self-serving attempts at publicity.

The Importance of Persistence

Scott emphasizes that there's no guaranteed formula for successful newsjacking. He encourages readers to:

1. Keep trying, even if not every attempt is successful.
2. Stay active online and continually look for opportunities.
3. Think creatively to find connections between trending topics and your message.

Real-World Applications

Throughout the book, Scott provides numerous examples of newsjacking in action across various industries and situations. These case studies help readers understand how to apply the concepts in their own work:

1. Political campaigns using timely announcements to dominate news cycles.
2. Companies leveraging celebrity incidents for publicity.
3. Organizations piggybacking on major events to raise awareness for their causes.
4. Individuals using newsjacking to establish themselves as thought leaders in their fields.

By examining these diverse examples, readers can gain inspiration for their own newsjacking efforts and learn from both successful and unsuccessful attempts.

The Ethics of Newsjacking

While the book primarily focuses on the benefits and techniques of newsjacking, Scott also touches on the ethical considerations involved. He advises readers to:

1. Be mindful of the context and sensitivity of the news they're jacking.
2. Avoid exploiting tragedies or human suffering for personal gain.
3. Maintain authenticity and avoid misleading or false statements.

These guidelines help ensure that newsjacking remains a respectable and effective PR strategy rather than a manipulative tactic.

The Future of Newsjacking

As the media landscape continues to evolve, Scott suggests that newsjacking will become an increasingly important skill for communicators. He predicts that:

1. The demand for real-time news and commentary will continue to grow.
2. Social media platforms will play an even larger role in shaping news narratives.
3. Successful brands and individuals will need to be more agile in their communications strategies.

By mastering the art of newsjacking, readers can position themselves to take advantage of these trends and stay ahead of the curve in their respective fields.

Practical Tips for Getting Started

To help readers begin their newsjacking journey, Scott offers several practical tips:

1. Set up a system for monitoring relevant news and trends in your industry.
2. Practice crafting quick, insightful responses to breaking news stories.
3. Build relationships with journalists and influencers in your field.
4. Develop a clear and consistent brand voice for your newsjacking efforts.
5. Create templates for common types of responses to save time when opportunities arise.

These actionable steps can help readers move from understanding the concept of newsjacking to actively implementing it in their communications strategy.

Measuring Success

Scott acknowledges that the impact of newsjacking can be difficult to quantify, but he suggests several metrics for evaluating success:

1. Media mentions and coverage resulting from newsjacking efforts.
2. Increases in website traffic or social media engagement.
3. Growth in industry influence or thought leadership status.
4. Improved brand recognition or reputation.

By tracking these indicators, readers can refine their newsjacking techniques and demonstrate the value of this approach to their organizations.

Overcoming Common Challenges

The book also addresses some of the common obstacles that newsjackers may face:

1. Fear of negative backlash or controversy.
2. Difficulty in getting organizational buy-in for quick responses.
3. Balancing speed with accuracy and brand consistency.
4. Competing with other newsjackers for attention.

Scott provides strategies for overcoming these challenges, emphasizing the importance of preparation, practice, and a willingness to take calculated risks.

Final Thoughts

"Newsjacking" presents a compelling case for why this approach to publicity is both effective and necessary in today's media environment. By mastering the art of hijacking headlines, individuals and organizations can gain valuable attention and shape public narratives without relying on expensive advertising campaigns or extensive media connections.

The key takeaways from the book include:

1. The importance of timing and quick action in newsjacking.
2. The need to stay constantly aware of trending topics and breaking news.
3. The power of providing journalists with relevant, timely commentary.
4. The potential for newsjacking to manage reputations and recover from PR crises.
5. The value of persistence and creativity in finding newsjacking opportunities.

As the media landscape continues to evolve, the skills and strategies outlined in "Newsjacking" are likely to become increasingly valuable for anyone looking to get their message heard above the noise. By embracing this approach, readers can transform themselves from passive consumers of news to active participants in shaping the stories that capture public attention.