Newsjacking

Newsjacking is the practice of leveraging current events or news stories to draw attention to a brand, product, or individual in order to boost online visibility and reputation. By aligning with trending topics that are relevant to their industry or niche, companies can strategically position themselves as thought leaders and gain valuable exposure.

By strategically aligning with trending topics, businesses and individuals can tap into the heightened public interest surrounding a news event to increase their own online presence and shape public perception. Newsjacking, when executed effectively, allows brands to join relevant conversations, demonstrate thought leadership, and potentially gain positive media coverage. It provides an opportunity to showcase expertise, offer unique perspectives, and engage with a broader audience that is actively seeking information related to the trending topic.

• Timely execution is critical to capitalize on the news cycle
• Relevance to the brand or individual is essential for credibility
• Tasteful and respectful approach is necessary to avoid backlash
• Creativity and originality help newsjacking attempts stand out
• Monitoring and adaptability enable quick responses to evolving stories
• Authenticity and adding value to the conversation are key to success
• Alignment with brand values and messaging ensures consistency
• Proper attribution and crediting of sources maintain ethical standards

A company facing a reputation crisis might newsjack a positive industry development to shift the narrative and highlight its own innovative solutions, thereby mitigating negative attention. For example, if a technology company is dealing with a data breach scandal, it could newsjack a story about advancements in cybersecurity to emphasize its own investments and commitment to protecting user data, thus redirecting the conversation to a more favorable topic.

• Carefully assess the appropriateness and potential risks of newsjacking a particular story
• Ensure genuine relevance and value-addition to the conversation
• Be prepared to respond to any potential negative feedback or criticism
• Have a clear strategy and messaging plan in place before executing newsjacking
• Monitor the impact and adjust the approach as needed based on audience reception