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The Art of Newsjacking

by Jannifer Aniston
The Art of Newsjacking

The art of newsjacking requires practice. To master it, you need to constantly monitor the news for trends. Even if you aren’t involved in news outlets, you can watch news sites like CNN or MSNBC to notice where the news is trending. You can also use tools like Google Trends to find out what people are searching on the web.

Authenticity

While newsjacking is a valuable PR tool, it’s crucial to be authentic with your audience. Rather than creating fake content and trying to get a high page ranking, stick with topics that are relevant to your brand. Also, make sure that the content you create is industry-specific, and that you’re knowledgeable and authoritative about the subject matter.

When newsjacking, you want to add value to the conversation by bringing a unique perspective and quick action. This includes offering insights and advice from industry professionals. For example, a cyber security expert could offer tips on how to prevent future attacks. However, if you’re too slow to provide value, your newsjacking will fall flat.

Timing

Newsjacking can be effective for certain brands. Some companies have catalogues of messages that they use around particular trends or issues. It is important to discuss recent trends with your CEO and develop business positions that address those issues. Think about how you can build thought leadership around those trends to gain exposure through newsjacking. Most CEOs will be willing to give your message a go if it is something they’ve seen before.

One of the most effective newsjacking campaigns involves responding to a controversial issue involving a competing brand. These newsjacking efforts allow companies to capitalize on negative media attention.

Disadvantages

While newsjacking can be an effective marketing tool, there are also some disadvantages to the practice. For one, it can cause a backlash in some instances, particularly if the newsjacker is trying to sell. Rather than attempting to sell, newsjackers should simply use links to their expert bios or blogs to convince readers that they are an expert. Adding links to selling pages, on the other hand, can discourage readers from seeking expert advice.

Another disadvantage to newsjacking is the risk of insensitivity to broader social issues. For instance, one example of this was a campaign by the designer Kenneth Cole, which created a tweet referencing the unrest in Cairo to sell his clothes. However, the tweet itself did not address the cause of the unrest, which was against the government’s corruption.

Strategies

Whether your company is looking to generate brand awareness or gain exposure, newsjacking is a fantastic way to get the word out about your business or product. People tend to engage more with content that is relevant to the current news cycle, and if done correctly, newsjacking can result in some serious publicity.

One of the most effective newsjacking strategies involves using breaking news stories as your hook. While this strategy works well for most news topics, it is especially effective for financial news. Because financial markets can be highly volatile and require expert advice, newsjacking offers the perfect opportunity to create the appearance of authority and trust.

While newsjacking is a powerful way to gain exposure, brands should be sure to avoid badmouthing their competitors. Not only will this result in a negative image for the brand, but it will also increase the chances of a negative PR backlash. This is why it’s important to choose topics that align with your brand’s personality. This will ensure that your tweets are seen as legitimate newsworthy and not merely marketing ploys.

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