What is newsjacking?
Imagine you’re a journalist. A news story breaks. Your editor needs you to report ASAP. Where can you find fresh, credible insight? A quick Google and scroll through Twitter (*ahem* X) provides some answers but, with every click, the clock ticks.
Then, a brand flashes up in your inbox with a quote from an industry expert. Another has data from real people confirming your suspicions. You draft and publish in record time.
Newsjacking PR is when a brand reacts to a viral - but relevant - story on the news agenda with lightning speed. It’s an authoritative voice adding value. The process is heart-racing, coverage-chasing stuff - and we love it *exhales*.
It’s the PR epitome of jumping on the bandwagon, and who doesn't love some extra fame?
All brands of course.
But that does make the task of newsjacking highly competitive. Think of your target media being Barbie and all the Kens clamouring for her attention. Ultimately, we were most interested in what Ryan Gosling had to say.
What do I need to newsjack?
The most common form of newsjacking content is expert commentary – here’s how to put it into practice.
Say you’re a financial advisor, and the Chancellor of the Exchequer's Budget (Christmas Day in the B2B calendar) is about to be announced. You may already (roughly) know what the Chancellor is set to say.
Newsjacking involves priming your expert, watching every second unfold, drafting a comment on what the decisions will entail in real-time, securing approval and sending onto relevant journalists in under an hour. Whew.
People buy people. Readers turn to news outlets for up-to-date, articulate and fact-based insight. Experts build a reader’s trust. They live-and-breathe the subject matter and their reputation is at stake. Meanwhile, your brand benefits from the exposure and credibility by association.
What else can you offer?
Consider what else you can offer. Can you humanise the issue with a case study that cheerleads or challenges it? Or validate with data? Sales figures or a survey will do - better yet if it’s a story only you can tell! Or is there an existing infographic to link back to or break up text within a journalist’s article? Visuals grab attention in pitches.
Crucially, what do you have that’s useful to a reader? Journalists are audience-first, so getting ahead of their thought process and showing you know who they’re speaking to could earn you brownie points.
Brief and build
Representing a brand is a big deal. You might have an expert in mind who’s less familiar with PR. Walk them through the objective and process.
Maybe their Outlook calendar resembles a game of Tetris. See if you can nab a few minutes of their time in the morning (even if it’s over WhatsApp) or get ahead by drafting based on all they’ve imparted to you before so approval’s a breeze.
For anticipated events (like a heatwave or a legislation that could swing one of two ways), map out comments ahead of time to sign off at once - then you only need to give them a heads-up (and tweak if needed) when it’s outreach o’clock.
Picking the perfect moment to make yourself known
You’ve got all the gear and ideas for a newsjack, but when’s the perfect moment to strike?
Spoiler alert: it’s not just breaking news that can be piggybacked.
Journalists are thinking SEO-first now more than ever, so look to Google Trends to find talked-about topics. The Trending Now page shows what, or who, is dominating searches live – but it’s worth remembering that these often spike in reaction to news breaking.
Trending social topics on Explore and TikTok’s Creative Centre are also a goldmine. Your expert could debunk a TikTok ‘hack’ or share their hot-take on a viral trend. Better yet, you'll unlock opportunities with social media journalists.
The lifecycle of the newsjack
One chance to newsjack a trending story might seem like high effort, low reward - especially when your stakeholders are excited. In the world of Barbie, we know that Ken goes through a pessimistic patch before his confident comeback. Fear not, there are multiple opportunities throughout the story lifespan as journalists seek new angles.
There’s the immediate spike, so deliver two newsjacks - one as the story breaks (a punchy expert reaction works nicely here) then your brand’s unique insight or data.
For a third newsjack, think about the moral – that’s what we usually turn to at the end of a story, right? What have we learned from recent events, and how do we move forward? As a step removed from the events, your expert can speak objectively.
How our lightning catchers have struck gold with newsjacking
We’re proud as punch with our successful newsjacking efforts to date - and the coverage speaks for itself.
Using existing data and assets
We worked with Biffa to gather waste stats revealing that nearly a fifth of all recycling in the UK was unrecyclable due to being contaminated by ‘wishcycling’.
We saw a splash of success on outlets like the Mail Online (with links back to supporting graphics) and Telegraph. Flash forward six months and the Government announces a clampdown on the dubious disposal habit, sparking hits on ITV and relevant sustainability sites. Ten pieces of national coverage isn’t to be, um, sniffed at.
Making our brand relevant to the news agenda
When Madonna was rushed to hospital earlier this year with a bacterial infection, journalists were desperate for an explanation.
A quick call with a specialist digital clinician from at-home blood testing client Medichecks’ network gave us an in-depth overview of the condition and the warning signs to look for. We achieved 13 pieces of coverage and eight links, including the Mirror, on a poignant theme.
Answering search demand
Searches peak every February for ‘can my dog eat pancakes?’ as owners look to involve Fido in all the flipping fun. We asked dog food brand Barking Heads’ resident vet to answer the question.
With a shit-hot query-led hook, we landed a regional syndication on Reach’s titles and prime position in articles in The Evening Standard and the i. Tasty.
If newsjacking has taught us anything, it’s that it pays to be brave. If you’ve got the expertise, wring it dry. Supplement your reactive and proactive approaches with speedier storytelling. Prove to journalists you’re reliable, agile and one smart cookie; before you know it, they’ll be knocking on your (virtual) door. Like enlightened Barbie.