How to Use Newsjacking for Big Links and Coverage in 2024

In today’s fast-paced digital landscape, effectively integrating your brand into ongoing news stories can yield substantial benefits for visibility and link-building. This practice, commonly known as newsjacking, offers companies the opportunity to leverage trending topics and breaking news to gain high-authority links from prominent publications. In this article, we will explore the art of newsjacking, its historical context, tactics to implement, and actionable steps to create a robust newsjacking strategy.

What is Newsjacking?

Newsjacking is the technique of capitalizing on live or breaking news stories to highlight your brand or message, resulting in increased media coverage and backlinks. The term was popularized by David Meerman Scott in his book, Newsjacking, where he defined it as “taking advantage of opportunities that pop up for a fleeting moment.” By providing valuable insights or commentary, brands can insert themselves into ongoing narratives, effectively capturing the attention of journalists and audiences alike.

The Importance of Timing

In the world of newsjacking, timing is crucial. The ability to react promptly to unfolding events gives brands a competitive edge. For example, during high-profile events like the Super Bowl, engaging with trending discussions within minutes can make all the difference in securing valuable media placements.

Examples of Successful Newsjacking

• Oreo’s Super Bowl Tweet: When a power outage disabled the lights at the Super Bowl, a quick-witted team at Oreo tweeted, “You can still dunk in the dark.” This clever content not only entertained audiences but also elegantly connected the brand to the event, garnering significant media attention.
• Ariana Grande’s Engagement: Luxury jewelry retailer ItsHot leveraged the news of Ariana Grande’s engagement by providing estimates of the ring’s cost to the media. Their timely commentary positioned them as industry experts, leading to substantial press coverage.
• Squid Game Merchandise Spike: In a similar vein, digital PR agency Rise at Seven capitalized on the popularity of Squid Game by analyzing sales data, demonstrating a spike in the demand for specific merchandise linked to the show. This connection allowed them to pitch valuable insights to journalists.

Tactics for Newsjacking Success

Drawing from insights gathered by leading digital PR teams over the last decade, three main tactics are frequently employed in newsjacking:

1. Expert Commentary: This is the most commonly used tactic where PR professionals reach out to journalists with valuable statistics or insights relevant to breaking news stories.
2. Creating New Content: Brands can generate tailored content that resonates with current events. For instance, if a breaking news event is on the horizon, developing engaging articles, infographics, or videos can attract media attention.
3. Leveraging Existing Content: Sometimes, brands may already have relevant content. In these cases, PR teams can pitch this to journalists, ensuring the content aligns with the current news story.

Building Your Newsjacking Process

Integrating newsjacking into your digital PR strategy doesn’t have to be overwhelming. Follow these steps to establish your process:

Step 1: Weekly News Review

Prepare regularly scheduled news reviews to discuss trends and necessary actions. A structured review may include:

• Monitoring various digital news platforms
• Identifying relevant stories to seize
• Collaborating with your team to align on news trends

Step 2: Finding Relevant News Sources

Gather news sources through alerts, newsfeeds, newsletters, and hashtags. Utilize platforms like Google Alerts to stay updated. A simple search can yield a wealth of relevant industry news:

• For the construction sector, searching “construction news” can lead to numerous articles and publications.
• Scan social media channels for trending topics and discussions.

Step 3: Utilize Tools for Monitoring Trends

Employ tools like Google Trends to track the performance of relevant keywords and identify surging topics. By analyzing what resonates with your audience, you can tailor your newsjacking efforts more effectively.

Effective Collaboration within Your Team

Having an active communication strategy within your team is vital. Use collaborative platforms such as Slack or project management tools to share potential newsjacking opportunities. Timely discussions can ensure everyone is on the same page as news develops.

Conclusion

Incorporating newsjacking into your digital PR strategy can significantly amplify your brand’s visibility and authority online. By acting swiftly to connect your brand with relevant stories, you can secure high-quality links and coverage from reputable publications. As we move into 2024, staying informed and agile will be key to mastering this tactic. Embrace the challenge, and you may find your brand thriving amid the ever-evolving news landscape.