More than anything, brands want to make sure they stay relevant and newsjacking is an excellent way of doing that. If you’ve ever seen a brand cleverly insert themselves into trending news, then congratulations, you’ve witnessed newsjacking!
So, what exactly is newsjacking?
Newsjacking is essentially PR piggybacking. You spot a bit of news that’s being plastered across all news outlets, add your own unique spin, and voila! Your brand is now a part of that conversation.
This may seem like the given thing to do – but, it’s not as easy to pull off as you might think. The term was made popular by marketing guru Dave Meerman Scott, and the most important aspect is timing. Brands need to jump in while the story is still fresh and relevant.
Why does newsjacking work?
If a piece of news is flying off the press and your brand is part of that conversation then your brand is in the position to benefit from that same press. Not only that, journalists also want to make sure their news stays relevant, so they’re always on the lookout for fresh angles on trending topics.
If you manage to ride the coattails of trending news, your content could see a nice bump in rankings as a result. This means that people who are searching up the topic could stumble onto your brand in the process.
Not to mention, people appreciate brands who are in the know. If you show that your brand knows how to keep up with the times, audiences will find it easier to relate to your brand and its messaging.
How can brands nail newjacking?
- Keep an eye on popular news sources, social media, and industry updates in order to stay in the loop. This gives you the opportunity to jump on trends before it’s too late.
- Remember, timing is everything. The sooner you piggyback on a trend, the better. Ideally, you want to catch it in the early stages of the news cycle, before it’s saturated the market.
- It’s not enough to just be part of the wave of news, you need to add value. This might be expert commentary, a humorous angle, or a perspective that others haven’t considered yet.
- Doing all of the above is great, but above all, make sure the story is relevant to your brand. Irrelevant or forced connections might come off as inauthentic and pushy.
What to avoid
When news gains traction, it’s tempting to try and piggyback at every possible opportunity. But there are still some things to consider before going all in. Firstly, be mindful of the nature of the news. It might not be the right time for light-hearted marketing stunts in the midst of tragic news.
Also, newsjacking too frequently can come off as desperate for your brand – make sure to use the technique sparingly and effectively. Do your research before committing, make sure you’re not misinterpreting the story and that you have the whole picture.
Stay relevant, be respectful, and always keep your audience in mind. For more digital PR news and insights, check out the It Works blog. Alternatively, get in touch to find out what we can do for your brand.