In his excellent book NewsJacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage, David Meerman Scott recounts a story that took place on August 13, 2011. On this day, the news media was focused on the Iowa Straw Poll, the first testing ground for the new field of Republican presidential contenders. It was to be a huge story in the political world, but it was overshadowed by another story that unfolded in South Carolina, when Texas Governor Rick Perry officially announced he too was running for the Republican nomination.
As Scott so simply puts it, “Rick Perry newsjacked the Iowa Straw Poll.”
Don’t think for one second that Perry hadn’t known that this was the perfect moment for him to announce his candidacy so that he could get the maximum media attention. Perry realized that he could capitalize on the big political story of the moment and use it to earn himself some valuable media coverage.
And that’s what newsjacking is all about. It’s something I’ve advocated for years. Most simply defined, newsjacking is finding a way to leverage a breaking news story to earn media coverage for your company. It’s about finding a way to inject yourself into a current event.
See, when a news story breaks, reporters are looking for fresh angles to the story, expert commentary, and deeper insight into the story and what it means (i.e. its ramifications). That’s where you have the opportunity to inject yourself into the story and get yourself some much needed media coverage.
But how can you be successful at newsjacking? The pace of the news is faster than ever before, so if you’re not quick to jump on newsjacking opportunities, they’ll pass you by. There is no time for hesitation. You have to be ready to act.
Here are some tips to help you out:
Have you had success with newsjacking? Tell us about it by leaving a comment.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: http://www.ereleases.com/insider/bigbook.html