Newsjacking: a powerful PR tool for establishing a brand
In today’s fast-paced world, capturing the attention of the media and the public has become a major challenge for brands. Newsjacking, the technique of surfing the news to insert one’s message or brand into the public debate, has become an essential tool in press relations. But how does it work, and why is it so effective?
What is newsjacking?
The term “newsjacking”, popularized by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage, refers to the art of hijacking or inserting oneself into a breaking news story to gain visibility. Unlike traditional communications campaigns, which require time and meticulous planning, newsjacking relies on speed and opportunism. The objective? To make the link between a breaking story and a message relevant to the brand, in order to attract the attention of the media and the public.
Why does newsjacking work in press relations?
1. It’s based on news that’s already “hot”.
Journalists and the public are constantly on the lookout for new angles on current events. By associating itself with a news item that has already been over-mediatized, a brand can capture some of the attention generated by this media coverage. For example, when a major strike disrupts transport, a car-sharing company can offer alternative solutions and attract media interest.
2. Capitalize on the surprise effect
Good newsjacking surprises by establishing an unexpected but relevant connection between the news and the brand. It’s this “wow” effect that captures journalists’ interest and generates shares on social networks.
3. It reinforces proximity with the public
By reacting to issues of concern to the public, brands show that they are in touch with current events and the concerns of their customers. This reinforces their image as responsive and committed players.
The keys to successful newsjacking
1. Speed
Timing is everything: you have to act while the news is still hot. A late reaction risks appearing opportunistic or irrelevant. To achieve this, communications teams need to monitor trends in real time, using tools such as Google Trends, Twitter Trends or news alerts.
2. Relevance
Successful newsjacking relies on consistency between the brand’s message and the news topic. If the link is artificial or forced, it risks being perceived as a clumsy attempt to capitalize on a tragedy or sensitive subject.
3. Originality
It’s crucial to stand out from the crowd, especially when several brands are trying to capitalize on the same news item. You need to bring added value, a unique angle or a distinctive tone to capture the media’s attention.
Examples of memorable newsjacking
- Oreo and the 2013 Super Bowl: When the Super Bowl was interrupted by a power outage, Oreo published a legendary tweet: “You can still dunk in the dark”. This tweet was retweeted thousands of times, generating massive media coverage.
- Ikea makes fun of a €800 terry towel skirt shown at the Balenciaga fashion show
The risks of newsjacking
Despite its potential, newsjacking does carry risks. A brand can be accused of being insensitive if it tries to capitalize on a tragedy or humanitarian crisis. For example, several companies have been criticized for using tragic news (such as natural disasters) for promotional purposes.
