Newsjacking, a term coined by David Meerman Scott, is an innovative public relations (PR) strategy that involves capitalizing on the popularity of news stories to amplify the message of a brand, product, or service. It is a powerful tool that, when used effectively, can significantly increase brand visibility, drive traffic, and generate media coverage.
Newsjacking is a dynamic process that requires a keen understanding of current events, trends, and the ability to quickly create relevant content that adds value to the conversation. It’s about finding the right opportunity, at the right time, and using it to your advantage. In this glossary article, we will delve into the intricacies of newsjacking, its benefits, potential risks, and how it is applied in the field of public relations.
Concept of Newsjacking
The concept of newsjacking revolves around the idea of leveraging trending news to elevate your brand’s message. It’s about injecting your ideas into a breaking news story and reaping the benefits of the wave of interest that follows. The key is to act quickly and smartly, as the lifespan of news stories is typically very short.
Newsjacking is not about hijacking the news story, but rather adding a new perspective or insight that is relevant to your brand. It’s about being creative, insightful, and timely. The goal is to contribute to the conversation in a meaningful way, not to distract from it.
Origins of Newsjacking
The term ‘newsjacking’ was first introduced by David Meerman Scott, a marketing strategist, in his book ‘Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage’. Scott described newsjacking as the art of leveraging trending news to get media attention for your brand.
While the term is relatively new, the concept has been used in public relations for many years. It’s a strategy that has been used by brands, politicians, and celebrities to gain publicity and influence public opinion.
Newsjacking Process
The process of newsjacking involves several steps. The first step is monitoring the news. This involves keeping a close eye on current events, trends, and breaking news stories. The goal is to identify a news story that is relevant to your brand and that you can add value to.
Once a suitable news story has been identified, the next step is to create relevant content. This could be a blog post, a social media post, a press release, or any other form of content that can be shared with the public. The content should provide a new perspective or insight on the news story, and it should be aligned with your brand message.
Benefits of Newsjacking
Newsjacking offers several benefits. One of the main benefits is increased brand visibility. By leveraging a trending news story, you can get your brand in front of a larger audience. This can drive traffic to your website, increase social media engagement, and generate media coverage.
Another benefit of newsjacking is that it can help establish your brand as a thought leader. By providing a unique perspective or insight on a trending news story, you can demonstrate your expertise and knowledge in your field. This can help build trust and credibility with your audience.
Increased Brand Visibility
One of the main benefits of newsjacking is increased brand visibility. When you inject your ideas into a trending news story, you get the opportunity to reach a larger audience. This can significantly increase your brand visibility and recognition.
Furthermore, newsjacking can also help drive traffic to your website. By creating relevant content and linking it to your website, you can attract interested readers and potential customers. This can result in increased website traffic and potentially lead to higher sales and conversions.
Establishing Thought Leadership
Another key benefit of newsjacking is the opportunity to establish your brand as a thought leader. By providing unique insights and perspectives on trending news stories, you can demonstrate your expertise and knowledge in your field.
This can help build trust and credibility with your audience, which can be extremely beneficial in the long run. When your audience views you as a thought leader, they are more likely to trust your brand, engage with your content, and choose your products or services over your competitors.
Potential Risks of Newsjacking
While newsjacking offers several benefits, it also comes with potential risks. One of the main risks is the possibility of a negative backlash. If your content is seen as insensitive or inappropriate, it can damage your brand reputation.
Another risk is the possibility of getting lost in the noise. If many brands are trying to newsjack the same story, it can be difficult to stand out. Therefore, it’s important to be creative and offer a unique perspective or insight.
Negative Backlash
One of the main risks of newsjacking is the possibility of a negative backlash. If your content is seen as insensitive or inappropriate, it can lead to a negative reaction from the public. This can damage your brand reputation and potentially lead to a loss of customers.
Therefore, it’s crucial to be mindful of the news stories you choose to newsjack. Avoid newsjacking sensitive topics or tragedies, as this can be seen as exploitative and insensitive. Always strive to add value to the conversation and respect the seriousness of the news story.
Getting Lost in the Noise
Another risk of newsjacking is the possibility of getting lost in the noise. If many brands are trying to newsjack the same story, it can be difficult to stand out. This can result in your content being overlooked and not getting the attention it deserves.
To mitigate this risk, it’s important to be creative and offer a unique perspective or insight. Don’t just repeat what others are saying. Instead, strive to add something new to the conversation. This can help your content stand out and get noticed.
Newsjacking in Public Relations
In the field of public relations, newsjacking is used as a strategy to get media coverage for a brand, product, or service. It’s about finding the right news story, at the right time, and using it to your advantage.
Newsjacking in public relations involves creating a press release or a statement that ties your brand to a trending news story. The goal is to get journalists and media outlets to pick up your story and provide coverage for your brand.
Creating a Press Release
The first step in newsjacking in public relations is creating a press release. The press release should tie your brand to a trending news story in a meaningful and relevant way. It should provide a unique perspective or insight on the news story, and it should be aligned with your brand message.
The press release should be concise, well-written, and newsworthy. It should grab the attention of journalists and media outlets, and it should make them want to cover your story. Remember, the goal is to add value to the conversation, not to distract from it.
Timing is Everything
When it comes to newsjacking in public relations, timing is everything. The lifespan of news stories is typically very short, so it’s crucial to act quickly. The best time to newsjack a story is immediately after it breaks, when interest is at its peak.
However, it’s also important to be mindful of the news cycle. Newsjacking too early or too late can result in your content being overlooked. Therefore, it’s crucial to monitor the news closely and act at the right time.
Conclusion
Newsjacking is a powerful public relations strategy that, when used effectively, can significantly increase brand visibility, drive traffic, and generate media coverage. However, it’s a dynamic process that requires a keen understanding of current events, trends, and the ability to quickly create relevant content.
While newsjacking offers several benefits, it also comes with potential risks. Therefore, it’s crucial to be mindful of the news stories you choose to newsjack, and to always strive to add value to the conversation. With the right approach, newsjacking can be a powerful tool in your public relations toolkit.
