Have you ever wondered how to make breaking news work for your brand? When headlines hit, and your company has something relevant to say, that’s your window to jump in and get noticed before your competitors do!
In this blog, we break down the art of newsjacking – a clever PR hack that, when done right, can boost your visibility. But first…
What exactly is newsjacking?
Long before the term was coined, it was already happening. Newsjacking is the act of jumping on a breaking news story to gain attention for your business. It’s like waving your hand in a crowded place shouting, “Hello, I’m here and I have something really important to add to the news story that everyone is reading and talking about.”
Since there are many other brands fighting for the same column inches, you have to stand out with a pretty good comment. Additionally, the challenge is to do this in good time. Reacting quickly to breaking news when everyone is trying to do the same is often the hardest part, because you know what you want to say, but the timing is where things can go wrong.
Why bother with newsjacking?
Even when it doesn’t result in immediate coverage, newsjacking can still be valuable. People will talk about the story and find it online and you want to be part of it.
What does newsjacking look like exactly?
Take a recent example when the government announced new Electric Vehicle (EV) grant incentives, our team quickly prepared a statement from one of our clients, but we didn’t rush it out immediately. Our client’s comment landed a week later allowing the trade media to digest the story. You can find the examples in Facilitate Magazine, FM Business Daily News, FMJ and MSN.
When your client’s strategy is about connecting with other businesses, establishing relationships with the trade press and generating thought leadership posts on their LinkedIn profiles, it makes sense to use newsjacking as it offers a golden opportunity for businesses in their respective industries to position themselves as part of the solution. So newsjacking really can be the holy grail of B2B public relations strategy.
Quick recap – Why newsjacking works:
- It elevates brand awareness. If you can sync with the news cycle early enough, a wave of eyes could land on your brand, potentially boosting your web traffic, sales and inbound enquiries.
- It positions you as the expert. Thoughtful, well-timed commentary opens the door to new media opportunities and can help reinforce your brand reputation over time.
- It drives engagement and shareability. Timely content is more likely to be shared, especially if it adds value or challenges conventional takes on a topic.
- It gives your PR team something fresh to pitch. A quickfire comment or mini statement distributed to media can work just like a press release, without the long lead time.
- It strengthens your social presence. Use platforms like LinkedIn to post your take as the story evolves, tagging journalists and using relevant hashtags to increase reach.
How to do it well?
- Be quick, but don’t rush. Quality still matters. Be ready to move fast, but only if what you’re saying adds genuine value.
- Stay relevant. Make sure the story links back to your sector or expertise. Otherwise, you risk coming across as opportunistic or tone-deaf.
- Keep a watchlist. Track key journalists and trending topics so you can jump in early, before the moment passes.
Newsjacking isn’t about shouting the loudest. It’s about being the most relevant, the most insightful, and above all, timely. When done right, it can be a powerful tool to keep your brand front of mind, at a time when people are paying attention.
