The rules have changed. The traditional PR model – sticking closely to a preset script and campaign timeline – no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business
These are the words used to describe David Meerman Scotts fantastic book on Newsjacking.
Newsjacking can be a fantastic way of getting your brand in the news — but you’ve also got to tread carefully before diving into a contentious global debate. Small Business Trends assembled 14 top tips in order to steer you right and help you get started newsjacking.
So while you may already know how to newsjack, you may not be aware of the story options available to you — and how they might affect your marketing. So here are the four main ways you can newsjack with your business blog. Hubspot will show you how choose the right post for your team structure and news scenario, and even give you some idea of what kind of metrics you can expect at the end.
Whether you are just starting a new blog or website, or have been running one for a while, it’s important to consider the strategy behind the type of content that you wish to publish Both approaches are valuable but it’s important to appreciate the distinct differences between them so that you can plan your content schedule accordingly.
There are steps you can take to ensure your newsjacking is done properly in a non-offensive way that actually adds value to the digital conversation. Don’t hesitant to dive into the latest stories! Just follow these tips to make sure you’re newsjacking the right way.
Is this the future of commercials — An expression in real-time that is based on the current state of the world? Are commercials becoming a way to express your feelings as a company surrounding a given event?
Marketing strategist David Meerman Scott shares his favorite example of newsjacking in action, revealing how you can turn breaking news about your competitors into new possibilities for your business
When performed properly, newsjacking becomes a subtle yet eye-catching tool in your content marketing arsenal. This post gives tips for content marketers who want to turn the news to their advantage
If you haven’t heard of newsjacking before, well then this is the blog post for you. Hubspot breaks down what newsjacking is, why every inbound marketer should be doing it, and exactly how you can do it yourself!
Digerati sat down with Newsjacking founder, marketing strategist, and bestselling author David Meerman Scott to discuss the right way vs. the wrong way for marketers to successfully employ newsjacking to insert their brand into breaking news and online conversations.
Newsjacking During A Crisis
The biggest lesson – from a business perspective – that we must all take away from these newsjacking fails is simple: avoid making such horrendous misjudgements in the first place. Never mind the world, your business will be infinitely better off for it.
Newsjacking – the art and science of injecting your ideas into a breaking news story to generate tons of media coverage, get sales leads, and grow business – is indeed powerful. But you need to balance the need to be quick and bold with the imperative to be in tune.
Newsjacking is the practice of capitalizing on the popularity of a news story to amplify your sales and marketing efforts. The term was popularized thanks to David Meerman Scott’s book Newsjacking. In this post, Hubspot shares examples of people newsjacking the storm. Originally, this was a post with tips about newsjacking the hurricane, but was changed after it was deemed to be poor taste.
Kenneth Cole sent out a controversial tweet that used the unrest in Egypt to promote his spring fashion line.
Kenneth Cole sent out a controversial tweet that used the unrest in Egypt to promote his spring fashion line. The message, sent out by Cole personally, has sparked a wave of criticism and controversy that hasn’t let up much despite the fashion designer apologizing and taking down the offending tweet.
Plenty of brands attempt to use newsjacking to garner attention, however their efforts are often too late, too weak, too untargeted, too sloppy, or simply too unprepared. In this post, iAcquire shares a handy list of newsjacking do’s and don’ts.
Danny Brown provided a fascinating analysis of the newjacking of Hurricane Sandy. He likened taking advantage of disasters to sell their product or service to hacking into the 911 emergency lines to call your girlfriend to save on your phone bill.
Newsjacking is a powerful tool, but you risk unleashing the power in a negative manner that can seriously harm your brand if you exploit something in poor taste like a major storm. David Meerman wrote the book on newsjacking and offers a valuable perspective.
It was the tweet heard around the world, with over 15,000 retweets, breathless proclamations about the future of marketing and, of course, awards for 360i, the creative agencies, Kraft and MediaVest, the media agency. All in all, about 15 people worked on the tweet. Here is the story of the tweet, from some of those who lived through that moment.
This newsjack from Oreo succeeds because it was fast, its witty and fun, its non-controversial, and it ties back to the brand and its messages.
Newsjacking gets attention. Oreo spent many millions of dollars running television ads during the Super Bowl. But on a cost per view basis, newsjacking generated a much, much bigger ROI.
Thanks to super-fast reactions, at least three brands were able to “newsjack” the power outage that hit the 2013 Super Bowl early in the third quarter of the game.
Several brands saw the power outage as a chance to market themselves in clever ways on Twitter, which is no doubt experiencing new, all-time usage levels for a sporting event.
Jokesters, advertisers pounce on Super Bowl power outage
With no immediate explanation for the outage, social media lit up.
From Twitter to Facebook, from Tumblr to Flickr, it seemed just about everywhere in the social media-sphere somebody had something to say — sometimes funny, sometimes not so much — about what became known online as “the blackout bowl.”
10 Innovative Social Media Newsjacks of the Super Bowl Power Outage
“And it wasn’t just your typical big brands doing the newsjacking, either! While we’ll visit some familiar faces on this list, we were most inspired to see all business types and sizes getting in on the power outage newsjacking fun. Here’s a look at our 10 favorite — and be sure to share other great examples with us in the comments.”
Twitter, in particular, will be a carnival of brands trying to be this year’s Oreo. With that in mind, here are six rules for brands to follow, particularly when it comes to using Twitter to try to newsjack the Super Bowl.
Election season is in full swing and the buzz of the Presidential race inescapable. Here’s a number of successful brand campaigns that have hijacked the 2016 election.
Experts on branding and corporate reputation said Reebok’s mocking tweet was the most prominent example yet of a company being willing to engage in a Trump-related “news-jacking” — when brands take advantage of a news event to proactively help their brand and send a message to customers. And while many brands have inadvertently been dragged into politicized debates — think Nordstrom, L.L. Bean, or the Mars candy Skittles — few have elected to proactively troll comments made by the president.
No less than ten brands went into high gear developing tweets that riffed on the Oscar 2013 broadcast as it happened. Much of this newsjacking was captured by the hashtag #oscarsRTM created by Edelman’s David Armano. In this post, Hubspot takes a look at how some brands approached newsjacking.
One of the most effective ways to stay top-of-mind and always relevant to your audience is to capitalize on current events through newsjacking.
Probably the most notable newsjacking opportunity in the United States at the moment is the 2017 total eclipse.
With the world on the edge of their seats for the birth of the royal baby, social media teams were ready and waiting for the royal announcement to drive their own Royal baby posts and tweets to the vast audience glued to social media. According to Twitter there were over 421 tweets per second following the royal birth. Here’s a few brands who acted quickly with good executions to benefit from the news.
This is a great example of newsjacking and as of this writing it has been retweeted nearly 30,000 times. Not bad for a small effort from @Nokia_UK, an organization with just 41,000 Twitter followers. This likely took little time and no money