Seizing the Second: The Energy and Pitfalls of Newsjacking


Within the ever-evolving public relations panorama, staying forward of the sport and reducing via the litter is essential for constructing model visibility and fascinating together with your target market. In years previous, the apply of ‘newsjacking’ gained recognition as a easy and cost-effective PR technique. However is newsjacking nonetheless the correct transfer on your model?

Newsjacking entails interjecting your views and viewpoints into unfolding information storylines, successfully hitching a experience on present trending information topics to garner consideration and visibility on your model.

On this weblog, I discover the professionals and cons of newsjacking as a PR technique, realizing that there are two sides to each coin in the case of this subject. When executed correctly, newsjacking can serve to achieve publicity and improve model presence. Nevertheless, if not carried out thoughtfully and ethically, it runs the danger of seeming out of contact, doubtlessly leading to unfavourable penalties.

As PR guide Michelle Garrett advised us: “If you wish to leverage newsjacking, use care. Assume it ALL the way in which via and take a look at it from ALL angles. If there’s any probability it might seem insensitive, the potential harm you would do to your model isn’t definitely worth the threat. Subsequent, ask your self if it’s a match. Assume first about whether or not it’s one thing that will be associated to your model. Is it a stretch? If that’s the case, it might be higher to maneuver on and search for one other alternative.”

Execs of Newsjacking

Fast Relevance
Some of the vital benefits of newsjacking is its skill to make your model instantly related within the eyes of the general public. By associating your model with present occasions, you possibly can faucet into the collective consciousness and draw consideration to your message. However you have to strike quick throughout the information story lifecycle.

A diagram of a news cycle showing the peak points for implementing newsjacking.[SOURCE]

Social Media Involvement
Newsjacking primarily happens on social media platforms, the place real-time conversations are in progress. By actively becoming a member of these dialogues, companies can work together with their viewers, provoke discussions, and improve social media engagement and sharing.

Boosted Visibility
Newsjacking can catapult your model into the highlight, producing media protection and social media buzz. This elevated visibility could be instrumental in increasing your attain and constructing model recognition.

In distinction to standard promoting or advertising initiatives, newsjacking can show to be a budget-friendly tactic. As an alternative of allocating substantial assets to develop and market unique content material, corporations can capitalize on current information tales and experience the wave of public curiosity with out requiring in depth monetary commitments.

search engine optimization Advantages
Newsjacking can be a boon on your web site’s search engine marketing (search engine optimization). Creating content material associated to trending matters can enhance your web site’s search rating and drive extra natural visitors.

Cons of Newsjacking

A close-up of a computer screen with the words Breaking News and Latest News appearing.Lack of Management

When manufacturers make the most of newsjacking, they give up management over the storyline. Whereas it gives an opportunity to be a part of ongoing discussions, there’s at all times the opportunity of unfavorable connections or misunderstandings. It’s essential for organizations to control how the general public reacts and be prepared to handle any potential backlash.

Fickleness of Developments
The non permanent nature of stories traits is likely one of the most vital drawbacks of newsjacking. What’s widespread at present could also be forgotten tomorrow, making it difficult to maintain the advantages of your PR efforts.

Danger of Insensitivity
Newsjacking typically entails addressing delicate and even tragic matters, which may backfire if not dealt with with utmost care and sensitivity. A single misstep can result in a public relations nightmare, inflicting reputational harm. The moral aspect of newsjacking must be thought of at each flip.

As extra manufacturers make the most of newsjacking, the panorama can change into oversaturated. Standing out amidst the noise could be more and more difficult, and your message can get misplaced within the crowd.

Quick-Time period Good points
Newsjacking tends to yield short-term outcomes. Whereas it may be efficient for producing rapid buzz, it won’t be as efficient for long-term model constructing and buyer loyalty.

Manufacturers which can be doing it proper

Corporations can profit in large methods from newsjacking. A main instance was the worldwide buzz surrounding the announcement in early 2020 that Prince Harry and Meghan Markle can be stepping down as senior members of the royal household.

Throughout that point, Madame Tussaud’s Wax Museum seized the chance to information jack by promptly eradicating Harry and Meghan from their royal household wax show. This dynamic response demonstrated the ability of newsjacking in capturing public consideration and fascinating with a trending narrative.

A screenshot of the infamous Oreo cookie dunking social media post.Maybe probably the most well-known newsjacking instance for a model entails Oreo cookies and Tremendous Bowl XLVII. The sport was thrust into an sudden blackout for 34 minutes on account of an influence outage. This left sections of the Superdome in darkness and left tv viewers questioning what induced the unexpected disruption.

Oreo seized this chance by dropping this wonderful tweet!

The Oreo newsjacking succeeded as a result of it was fast, well timed, witty, enjoyable and intensely related. And since it was non-controversial, it was a no brainer that successfully tied again to the model and its messaging targets.

Why Media Monitoring is Essential for Newsjacking

Newsjacking is a dynamic PR technique that depends on the real-time circulate of knowledge. To harness newsjacking’s potential and succeed, organizations should combine media monitoring into their method. By doing so, they can’t solely stay agile and responsive but additionally be certain that their newsjacking efforts are each efficient and well-received by their viewers.

Within the age of speedy info dissemination, media monitoring is the compass that guides profitable newsjacking campaigns, serving to manufacturers navigate the ever-changing currents of the digital information cycle.

Given newsjacking’s reliance on real-time information, viral materials, and traits, having the right media monitoring (together with social media) in place is important. This lets you preserve a watch out for content material that aligns together with your model.

Tales carefully associated to your business stand out as prime candidates for profitable newsjacking, so holding tabs on such content material is a logical step. Efficient monitoring permits your model to hunt out tales that supply alternatives to convey your message positively and subtly.


Newsjacking nonetheless holds the potential for organizations to spice up their visibility, work together with their viewers, and showcase their relevance. Nevertheless, discovering the correct stability between leveraging traits and upholding moral requirements when participating with present occasions is significant.

By thoughtfully weighing components like relevance, authenticity, timing, and moral concerns, organizations can efficiently navigate the realm of newsjacking, harnessing its benefits whereas preserving a accountable and thoughtful method.

Whereas this PR technique might not be the reply for each model, its potential for engagement shouldn’t be neglected. It’s a instrument that, when wielded thoughtfully and ethically, may help manufacturers change into a part of the evolving information narrative, capturing the hearts and minds of their target market.



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