Newsjacking

Definition

Newsjacking is a marketing and public relations technique where a brand capitalizes on current events or news stories to amplify their sales and marketing message. Coined by marketing strategist David Meerman Scott, the term combines "news" and "hijacking," reflecting the strategy of piggybacking on trending topics to gain media attention and boost brand exposure.

Conceptual Overview

The concept of newsjacking is based on the idea that by aligning a brand with a current event that is already capturing the public's interest, a company can insert itself into the conversation, often leading to increased media coverage and social media engagement. This tactic leverages the rapid pace at which news spreads in the digital age, particularly through social media channels.

Execution

Effective newsjacking involves several key steps:

1. Monitoring the News: Staying informed on breaking news and trending topics, often using social media and news alerts.
2. Quick Response: Acting swiftly to create content or commentary related to the news before it becomes outdated.
3. Relevance: Ensuring that the connection between the news and the brand is logical and pertinent to the brand's messaging.
4. Creativity: Crafting a unique and interesting angle that stands out in the conversation.
5. Distribution: Sharing the content across various platforms, including social media, blogs, and press releases, to maximize reach.

Benefits

The benefits of successful newsjacking can include:

1. Increased Visibility: Gaining attention from both the media and the public.
2. Brand Positioning: Establishing the brand as timely, relevant, and in touch with current events.
3. SEO Boost: Improving search engine rankings due to the increased online activity and content sharing.
4. Engagement: Encouraging social media shares and discussions, leading to higher engagement rates.
5. Lead Generation: Attracting new audiences and potential customers interested in the news topic.

Risks and Considerations

While newsjacking can be highly effective, it also carries risks:

1. Inappropriateness: Misjudging the sentiment around a news event, especially if it's sensitive or controversial, can lead to negative publicity.
2. Irrelevance: Forcing a connection between a news story and a brand that doesn't naturally fit can seem opportunistic or inauthentic.
3. Timing: Acting too late can make the brand appear out of touch, while acting too early can mean not having all the facts, leading to potential missteps.
4. Backlash: Public backlash can occur if the newsjacking is perceived as exploitative or in poor taste.

Examples

Successful newsjacking might involve a cybersecurity firm commenting on a high-profile data breach, providing expert advice and promoting its services. On the lighter side, a food brand might create a special recipe or product tied to a national holiday or major sporting event.

Conclusion

Newsjacking is a strategic opportunity for brands to gain exposure and engage with a broader audience by aligning with the news cycle. When executed thoughtfully and ethically, it can be a powerful tool in a marketer's arsenal. However, it requires a delicate balance of speed, relevance, and good judgment to avoid potential pitfalls and ensure that the tactic enhances the brand's reputation rather than damaging it.