Newsjacking

Why work harder when you can work smarter? Newsjacking is the art of stealing the spotlight—quickly, cleverly, and effectively.

1. Newsjacking: A Smarter Way to Get Your Message Across

Traditional advertising is no longer the most effective way to gain attention. Newsjacking, or hijacking breaking news to insert your message, offers a more dynamic and cost-effective approach. In today’s fast-moving media world, it lets companies join the conversation without the need for massive advertising budgets.

To newsjack successfully, timing is everything. For example, when Texas governor Rick Perry announced his run for presidency on the same day as a major Iowa Republican Party event in 2011, he grabbed headlines. By reacting at the perfect moment, he eclipsed the planned event's coverage, shifting focus to himself.

The digital age allows individuals and organizations to monitor trends in real time. Social media and continuous news updates provide countless opportunities to inject your story into the narrative—all you need is awareness, creativity, and speed.

Examples

• Rick Perry’s presidential run announcement overshadowed planned Iowa fundraiser news.
• Wynn Resorts banned Paris Hilton following her drug possession arrest, gaining massive media coverage.
• Companies using trending hashtags on social media to boost visibility.

2. Aim for the Second Paragraph of the Story

You don’t always need to be the headline star. Often, the value is in linking your message to the "why" or "what next" segments of a news story. These follow-up ideas often start appearing in the news story's second paragraph.

Take the London Fire Brigade, for example. After a lightning strike caused a fire at Richard Branson’s home, they jumped on the story by offering actress Kate Winslet firefighting training. By aligning themselves with the event, they got included in ongoing coverage, raising awareness about fire safety.

Journalists are constantly looking for angles, especially under deadlines. Offering meaningful commentary or relevant insights makes it more likely you’ll be featured in their stories.

Examples

• The London Fire Brigade seized media attention by offering training to Kate Winslet.
• Advocacy groups often pair their campaigns with hot-button political issues to gain traction.
• Climate change organizations frequently reference natural disasters to emphasize urgency.

3. Speed: The Heart of Newsjacking

Quick reactions are the fuel of effective newsjacking. With news breaking on a 24/7 cycle, waiting too long to respond makes even the best story stale. Following trends minute-by-minute and being ready to engage can make all the difference.

Twitter feeds, trending tags, and real-time alerts are invaluable tools for staying in the loop. By setting up filters and continuously monitoring news, you make sure you don’t miss your moment to join the conversation.

Timing doesn’t just mean speed; it also means relevance. Jumping on certain topics long past their peak will make your attempts come off as forced or irrelevant.

Examples

• CNN’s new headlines often shift attention overnight, emphasizing the need to act fast.
• Media monitoring tools like Google Alerts help businesses track topics they can relate to.
• A slow response to evolving news—like a sports event—might mean missing out entirely.

4. Follow Trends to Find Newsjack Opportunities

Staying updated on industry news and trending topics offers a treasure trove of ideas for newsjacking. Industry blogs, expert analysis, and journalist feeds are like gold mines for spotting developments to piggyback on.

Set alerts for important keywords, follow top influencers or journalists, and actively engage in discussions. Use these channels to consistently stay ahead of the curve so you can strike at the perfect moment.

Beyond following trends, you should watch competitors’ moves as closely as your own. Responding to their announcements, as SMTP.com did during Amazon’s email entry, can redirect attention toward you instead of them.

Examples

• SMTP.com’s timely response to Amazon’s email service launched new conversations.
• Brands using social media during viral memes or movements benefit from heightened visibility.
• Awards ceremonies showcasing brands that align content with real-time pop culture events.

5. Craft Stories Journalists Love

Journalists write under pressure. Giving them an angle they can use—whether that’s a fresh take or an expert opinion—is a great way to up your chances of being mentioned.

To do this, ensure your quotes and pitches are traceable back to you. Keep your content professional yet engaging, steering clear of obscure jargon. When you become a reliable voice in your industry, journalists will seek you out.

Your commentary should provide real added value. The London Fire Brigade, for instance, didn’t just ride on a headline—they tied their involvement to broader safety issues, making it newsworthy and worthwhile.

Examples

• Journalists adding fresh expert comments into existing reports.
• Fitness brands advising on relevant health trends during global sporting events.
• PR professionals who maintain reputable and approachable online profiles.

6. Use Newsjacking for Crisis Recovery

Newsjacking isn’t just for attention—it’s also a way to pull focus away from damaging stories. Creating buzz around a positive topic allows you to shift public perception even during tough times.

When Larry Flynt was caught in a government-linked sex scandal, he turned his media coverage around by donating $50,000 to the emerging Wikipedia platform. The move subtly repositioned him as a free speech advocate rather than the subject of scandal.

Quick, strategic moves during crises let you take control of the narrative before it spirals out of hand.

Examples

• Larry Flynt’s Wikipedia donation shifted focus from personal scandal to public service.
• Politicians redirecting media attention during election season using social acts.
• Corporations issuing positive CSR news to counteract lawsuits.

7. Stay Professional and Credible

Newsjacking requires a level of polish. Taking part in trending stories in an inappropriate, insensitive, or overly self-serving way can harm your reputation instead of helping.

When drafting comments for media inclusion, maintain a professional tone that fits the nature of the story. Avoid humor or sarcasm in situations involving serious issues or human tragedies. Winning at newsjacking requires sensitivity as well as smarts.

Staying genuine and using respectful language strengthens your credibility, both with journalists and your audience.

Examples

• Reputable organizations displaying decorum in controversial public debates.
• Public figures gracefully bowing out instead of undermining rivals on sensitive topics.
• Corporations cautiously addressing impactful global crises to maintain trust.

8. Engage in Social Media Strategy

Social media is a newsjacker's best friend. Engage actively with trending topics, monitor hashtags, and customize posts that link your message directly to the breaking news without losing relevance.

Your online presence determines whether reporters and readers view you as worth listening to. A clear, sustained voice increases the chance of your message sticking, even during competitive media cycles.

Building an active social presence also cultivates a sense of authority in your field, making your input a desirable add-on to news stories.

Examples

• Brands using popular hashtags during global movements for heightened engagement.
• Marketing experts often tweaking trending videos on Instagram to connect products.
• Twitter accounts proactively taking stances on viral conversations.

9. Keep Experimenting

Not every attempt at newsjacking will succeed, and that’s okay. Success comes with perseverance and adaptation. Continuously testing headlines, timing, and delivery ensures you are ready for opportunities whenever they arise.

While some approaches might fail, staying active heightens your chance of being featured. Don't lose momentum; keep learning from both victories and setbacks.

Remember, effective newsjackers are constantly refining their craft to fit evolving landscapes.

Examples

• Frequent press announcements to optimize visibility over time.
• Companies experimenting with different communication mediums for maximum reach.
• Social campaigns A/B testing taglines during events.

Takeaways

1. Stay updated on breaking news and follow trends using tools like Google Alerts or social media feeds.
2. Create thoughtful, professional responses to news events that tie back to your story or brand.
3. Act fast when an opportunity arises, keeping timing and sensitivity in mind to make your message impactful.