Mastering newsjacking: Boost brand visibility and stay relevant
By Isabelle Dann, Associate Director
In today’s always-on media landscape, securing a brand’s place in the spotlight is like tending a fire: it requires ongoing attention and the right fuel to stay burning brightly. Crucially, though, this doesn’t necessitate an abundance of company news. Many brands have been built using media relations with little or no company news at all – enter newsjacking.
Newsjacking is the art of tapping into breaking news or current events to align your brand’s messaging with the story and engage in real-time conversations. Real-time newsjacking strategies offer a powerful way to capture attention and drive engagement. But what’s the secret to getting this right? And is it even possible to plan for something that’s inherently unpredictable?
This blog outlines the essentials of newsjacking, providing strategies to help brands stay visible and impactful in real-time, without compromising authenticity.
What is newsjacking and why does it matter?
The newsjacking process involves identifying timely stories and providing journalists with relevant commentary on short notice, ensuring fast turnaround and high impact. This gives journalists what they need: a quote to fill a story at short notice.
By taking this proactive approach, newsjacking can lead to quick and impactful coverage, as well as meaningful relationships with journalists. Deployed wisely, journalists will start coming directly to you for comment next time there’s a relevant story.
When executed effectively, newsjacking allows brands to boost visibility, demonstrate relevance, and drive engagement. For those wondering how to use newsjacking for PR, read on.
Proactive vs. reactive newsjacking: balancing speed and quality
Reactive newsjacking involves responding to current and unforeseen events, such as high-profile data breaches, sudden political developments, or unexpected cultural moments. News is naturally fast paced, so the window of opportunity might be just a couple of hours. Still, while speed is critical, quality is non-negotiable. A scattergun approach leads to little more than frustrated journalists.
Opportunities aren’t limited to media relations either: newsjacking is a powerful tactic for companies to adopt on their owned and borrowed channels. Oreo’s now-iconic tweet during the 2013 Super Bowl blackout (“You can still dunk in the dark”) is often hailed as a textbook example of reactive newsjacking. It was clever, timely, and perfectly aligned with the brand’s voice.
Agility is crucial to getting your message out while the topic is fresh. Having a clear process for quick approvals and a team aligned on brand voice is critical.
Nonetheless, while newsjacking is often associated with rapid responses to unexpected events, not all newsjacking has to be entirely unexpected and reactive; many opportunities can be anticipated. Proactive newsjacking involves planning around predictable events to create content in advance. While reactive and proactive newsjacking are both highly effective methods, the latter brings more time and control.
The UK AI Opportunities Action Plan, released in January, was flagged in July last year – allowing us to prepare in advance and capitalize on its release. For one client, having spotted, flagged, and drafted a comment in response to the story, we pitched and secured five pieces of coverage in less than 24 hours in publications including Sifted and The Stack. And we didn’t stop there: we used the news as a hook to lock in an interview with The Times for a wider feature.
Looking ahead, further examples of predictable yet notable events later this year include the Spring Statement and the Bank of England’s interest rate decisions – the final results might not be known, but pre-approved quotes can be drafted and tailored on the day to the outcomes. This approach combines the timeliness of newsjacking with the precision of strategic planning.
Even in B2B, major cultural moments – like Wimbledon or the Oasis reunion tour – are ripe for analogies that make complex concepts more relatable.
The role of a PR agency in successful newsjacking
Newsjacking hinges on both timing and execution – where a public relations (PR) agency’s expertise can be invaluable. Agencies bring a wealth of resources, expertise, and networks to the table, enabling brands to:
- Craft compelling pitches: Agencies tailor messaging to both the news cycle and the audience, ensuring timely and impactful coverage
- Cut through the noise: Agencies help clients stand out with bold, data-backed insights and creative storytelling
- Avoid missteps: With experience in rapid response, agencies safeguard against tone-deaf messaging and inaccuracies
Top strategies for effective newsjacking
To master the art of newsjacking, brands must fuse preparation, agility, and creativity. Here are some practical strategies to keep in mind:
- Stay prepared: Build a comment bank with quotes that can be edited and expanded quickly, ensuring swift yet considered action on the day
- Monitor trends: Use tools like Google Alerts and news monitoring platforms to stay ahead of breaking news and trending topics
- Be fast, but thoughtful: Timing is everything, but it’s equally important to ensure your content adds value to the conversation; rushing out irrelevant or poorly thought-out messages can do more harm than good
- Leverage data and insights: Incorporate proprietary data, surveys, or expert opinions to make your commentary stand out and provide real value to journalists and audiences alike
- Know when to pass: Not every trending topic is a good fit; avoid jumping on the bandwagon if the connection feels forced or the topic is too controversial
Partnering with an agency also helps avoid common pitfalls in newsjacking, such as:
- Being too slow: The need for speed is real – especially for reactive newsjacking
- Irrelevance: Ensure the topic aligns with your brand values and audience interests – forced connections will appear disingenuous
- Insensitivity: Don’t capitalize on controversy – poor judgement can lead to backlash later, so avoid ambulance-chasing when competitors struggle
Newsjacking keeps your brand’s momentum alive. Ready to seize the moment? Let’s craft your real-time success story – get in touch today.
Key Takeaways:
1. What is newsjacking, and why is it valuable?
Newsjacking is the practice of aligning brand messaging with breaking news to increase visibility and engagement. It helps brands stay relevant and secure media coverage quickly.
2. How can brands balance reactive and proactive newsjacking?
Reactive newsjacking requires quick responses to unexpected news, while proactive newsjacking involves planning content around predictable events. A mix of both ensures consistent relevance.
3. What are common pitfalls in newsjacking?
Mistakes include responding too slowly, forcing irrelevant connections, or capitalizing on sensitive topics. A strategic approach ensures newsjacking efforts add value rather than harm reputation.
Bibliography
- Aspectus Group: Why is media relations important? Lessons from Covid-19 and beyond
- The Verge: How Oreo’s rapid-response team lit up Twitter with a Super Bowl blackout ad
- Gov.uk: AI Opportunities Action Plan
- Sifted: Startups back UK’s AI strategy — but concerns over energy supply and lack of scaleup funding remain
- The Stack: Keir Starmer wants to “unleash” AI on UK Plc. What does that mean and should we be delighted?
- The Times: What I learnt … hailing a Waymo autonomous taxi
- Aspectus Group: Will AI replace public relations? What business leaders need to know
- Entrepreneur: Why Small Businesses Should Never Claim to Have No Competition
