In today’s hyper-connected world, news cycles move at lightning speed, with trends and stories exploding overnight. News stories reach large audiences in a short time, spreading quickly across social media through sharing and retweets. This rapid dissemination of information has created a unique opportunity for PR professionals to leverage the technique of newsjacking. Simply put, newsjacking is the art of injecting brand voice into a trending news story to capture attention and drive visibility. This powerful tool in the modern PR arsenal enables brands to join conversations and establish themselves as thought leaders and experts.
At Moburst, we understand the nuances of leveraging trending topics and perfecting newsjacking to significantly amplify brand visibility. To fully understand the role of newsjacking within a broader public relations strategy, make sure to check our comprehensive PR guide.
What Is Newsjacking?Â
Newsjacking is a strategic PR approach that leverages the momentum of breaking news or current events to increase brand visibility. It’s not simply about attaching a brand to a trending topic. Rather, it requires a careful analysis of the ongoing discussion, followed by crafting a brand-specific response that meaningfully contributes to the conversation and aligns with the company’s core values. The objective is to spark significant media interest and public conversation by strategically positioning the brand’s expertise and commentary within the evolving narrative. PR campaigns that consistently leverage this strategy can help a brand broaden its audience and enhance engagement with key stakeholders.
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Benefits of Newsjacking
Newsjacking is a powerful tool that can help significantly expand brand reach and visibility. This increased exposure extends to enhancing SEO by naturally incorporating trending keywords into relevant content which improves search engine rankings and drives more organic traffic. Successfully leveraging newsjacking positions brands as authorities within relevant conversations, building both credibility and authority. Newsjacking also fosters interaction and conversation, which leads to higher engagement on social media platforms.
Another advantage of newsjacking is its ability to build stronger professional relationships with journalists by offering them timely and valuable information.
Strategies for Successful Newsjacking
In newsjacking, speed is essential for effectively capitalizing on the short-lived nature of trending news. While successful newsjacking hinges on quick action, speed should never compromise relevance. Before jumping into a conversation, it is critical to assess whether or not a brand’s core messaging and values directly align with the news. Forcing a connection can make the brand appear opportunistic and damage credibility.
Effective newsjacking requires a creative approach underpinned by original perspectives and insightful commentary that avoids echoing what has already been said and adds value.
Here are some actionable tips for effective newsjacking:
- Make it timely by setting up news alerts and social listening tools to identify trending topics in real time.
- Make it relevant by ensuring the news aligns with the brand’s values and resonates with the target audience.
- Make it creative by using visual content, such as infographics or short videos.
How to Avoid Newsjacking Pitfalls
Despite its numerous benefits, newsjacking carries significant risks when poorly executed. For example, attempting to capitalize on sensitive or tragic events can be seen as opportunistic and trigger public backlash.
Before jumping into a trending conversation, ask: does the contribution offer genuine value, avoid insensitivity, and reflect brand values and empathy?
Following are some tips to steer clear of newsjacking missteps:
- Avoid sensitive or controversial topics such as tragedies, misfortunes, or controversial events where newsjacking maybe perceived as insensitive or exploitative.
- Ensure relevance with content that is directly related to the news event and provides value to the audience.
- Couple swift action with careful consideration by reacting quickly to a trending news story, but also taking the time to think through the brand’s response to ensure it’s appropriate and effective.
- Look for positive or neutral news that aligns with brand values for newsjacking opportunities.
- Plan and rehearse by preparing the spokesperson with key messaging and confirming the accuracy and timeliness of any cited data.
These newsjacking tips can help build brand visibility, credibility, and trust while avoiding any negative repercussions and backlash.
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Standout Examples of Newsjacking
Newsjacking is about strategically and creatively seizing a moment to achieve significant wins. Below are some examples of how brands seized the moment, harnessing the power of breaking news to build brand presence, drive engagement, and leave a lasting impact.
One of the most successful examples of newsjacking in action is Oreo’s ‘You can still dunk in the dark’ tweet during the 2013 Super Bowl blackout. The tweet was retweeted almost 15,000 times, increased Oreo’s X following by approximately 8,000, and received nearly 20,000 likes on Facebook. A combination of swift reaction and humor proved to be the winning formula for this newsjacking effort.
Another example of successful newsjacking occurred when Doha banned all alcohol from its sporting events including the 2022 World Cup. Budweiser – a main sponsor of this event for over three decades – responded with a tweet saying, ‘Well, this is awkward…’ which gained tens of thousands of retweets before being deleted.
One day after this tweet, Budweiser tweeted ‘New Day, New Tweet. Winning country gets the Buds. Who will get them?’ This tweet was retweeted almost 5,000 times, and Budweiser’s response garnered significant media coverage across major news outlets, such as the New York Times, CNN, Reuters, Newsweek, and many others.
The success of this newsjacking hinged not only on responding quickly, but in turning a negative into a positive.
At Moburst, we’ve seen firsthand how effective newsjacking can be. For instance, our team at Uproar successfully placed a trucking and logistics client in the Wall Street Journal and on Fox Business TV to discuss rising fuel prices and changing emissions standards. We also secured features for automotive tech clients on CNBC and in the New York Times, addressing EV battery challenges and tax credit changes. Similarly, tech clients gained visibility in trade outlets when GPS issues impacted the aviation sector. These newsjacking examples demonstrate how strategic use of this tactic can effectively insert clients into relevant media conversations, driving significant brand exposure.
Key Takeaways
In today’s 24/7 news cycle, newsjacking emerges as a vital tool for brands seeking to rise above the noise. Newsjacking, when executed with precision, significantly amplifies brand visibility, establishes authority, and encourages meaningful engagement. Achieving success requires a balance of speed, relevance, and creativity while at the same time ensuring contributions offer genuine value and avoid insensitivity. The examples we’ve examined, from Oreo’s iconic tweet to Budweiser’s World Cup pivot and Moburst’s own successful placements, illustrate the transformative potential of newsjacking when done right. By understanding the nuances of real-time engagement, avoiding its pitfalls, and embracing its creative possibilities, brands can leverage trending conversations and events to build lasting connections and achieve significant PR wins.
At Moburst, we’re dedicated to helping brands navigate this dynamic landscape, transforming real-time opportunities into tangible results. We craft newsjacking campaigns that are not only timely but also deeply resonant, driving measurable results and solidifying our position as leaders in cutting-edge PR services.
Learn more about how Moburst can develop comprehensive strategies to transform your brand’s visibility and engagement.
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