Introduction to Newsjacking

What is newsjacking

Newsjacking is a marketing and public relations strategy that involves capitalising on breaking news or trending topics to promote a brand, product, or service. It’s a way for organisations to inject their message or content into current conversations, often in real-time, to gain visibility and engage with a broader audience.

Here’s how newsjacking typically works:

Monitoring news: organisations closely monitor news outlets, social media, and other sources to identify breaking news stories, trending topics, or events that are relevant to their industry or audience.

Quick response: when a relevant news story or topic emerges, organisations act swiftly to craft and share content or messaging related to that news. This can include blog posts, social media updates, press releases, or videos.

Relevance: the content or messaging must be directly related to the news or trending topic in a way that makes sense and adds value to the conversation. It should be timely and relevant to the audience’s interests.

Engagement: organisations aim to engage with the audience discussing the news by using appropriate hashtags, mentions, and joining online conversations. Engaging in real-time discussions can help amplify the message.

Sharing and promotion: organisations share the content on their social media channels, website, or other relevant platforms. They may also pitch the content to journalists and influencers who cover the topic.

 

The importance of newsjacking lies in its ability to:

Gain visibility: newsjacking allows organisations to insert themselves into popular discussions, potentially reaching a larger and more engaged audience.

Relevance: by tying their message to a current event or trending topic, organisations can demonstrate their relevance and industry expertise.

Spontaneity: newsjacking enables organisations to react quickly and adapt to changing trends, giving them an edge in fast-paced online environments.

Engagement: engaging with trending topics can encourage audience interaction and discussions, increasing brand visibility and reach.

Media coverage: successful newsjacking efforts can attract media attention, leading to coverage in news articles, interviews, or feature stories.

 

Example of newsjacking:

Imagine a sportswear company that specialises in running shoes. During a major international marathon event, one of the top runners breaks a world record while wearing their shoes. The company quickly creates content and social media posts celebrating the record-breaking achievement, emphasising the role of their shoes in the success. This is an example of newsjacking because it uses a current event (the marathon) to promote their brand.

 

Importance of tracking newsjacking

Tracking newsjacking is essential for organisations that engage in this real-time marketing strategy. While newsjacking can be a powerful way to capitalise on trending topics and gain visibility, it also requires careful monitoring and assessment to ensure its effectiveness. Here’s why tracking newsjacking is important:

Relevance and timeliness: newsjacking is all about being relevant and timely. Tracking newsjacking efforts helps ensure that the organisation is participating in conversations that align with its brand and industry. It helps identify opportunities to inject the message at the right moment.

Message impact: by monitoring the impact of newsjacking efforts, organisations can gauge how well their messages resonate with the audience. Tracking metrics such as engagement, shares, and comments provides insights into whether the message was effective.

Content effectiveness: tracking newsjacking allows organisations to evaluate the effectiveness of the content created for the occasion. It helps determine which types of content (e.g., blog posts, social media updates, videos) perform best in newsjacking situations.

Audience engagement: monitoring audience engagement and reactions to newsjacking efforts provides valuable feedback. It helps organisations understand how the audience perceives their participation in trending conversations.

Competitive analysis: tracking newsjacking efforts of competitors can reveal insights into their strategies and how they are leveraging trending topics. This information can inform an organisation’s own newsjacking approach.

Message alignment: ensuring that newsjacking messages align with the organisation’s values and goals is crucial. Tracking helps verify that the messages are consistent with the brand’s image and reputation.

Response to criticism: sometimes newsjacking attempts may face criticism or backlash. Tracking allows organisations to identify and respond to negative feedback promptly, minimising potential reputational damage.

Roi assessment: organisations can measure the return on investment (roi) of their newsjacking efforts by tracking metrics related to increased website traffic, lead generation, or other desired outcomes.

Continuous improvement: regularly tracking and analysing newsjacking efforts can lead to continuous improvement. Organisations can learn from what worked and what didn’t, refining their strategies for future newsjacking opportunities.

Risk management: tracking helps organisations identify and mitigate risks associated with newsjacking. It allows for a more calculated and informed approach, reducing the likelihood of missteps or inappropriate responses to news events.

Resource allocation: understanding the impact of newsjacking efforts helps organisations allocate resources effectively. They can focus on strategies that deliver the most significant benefits and adjust their investments accordingly.

Strategy alignment: newsjacking should align with an organisation’s broader marketing and pr strategies. Tracking ensures that newsjacking efforts support overall strategic goals and objectives.

 

Using newsjacking for data-driven decisions

To make data-driven decisions using newsjacking, follow these steps:

Identify relevant events: keep a keen eye on news and trends related to your industry or audience’s interests.

Create timely content: develop content, such as blog posts, social media updates, or videos, that connects your brand or product with the current event or trend.

Track engagement: monitor how your newsjacking content is received, including likes, shares, comments, and website traffic.

Analyse impact: assess the impact of your newsjacking efforts on key performance indicators (KPIs), such as brand visibility, website visits, and sales.

Adapt and iterate: use data insights to adapt your newsjacking strategies and identify opportunities for future events or trends.

 

5 tips to get started with newsjacking

Stay informed: keep up with news and trends in your industry and related areas to spot opportunities for newsjacking.

Act quickly: newsjacking requires timeliness. Create and publish content while the news is still hot.

Be relevance-focused: ensure your newsjacking content is relevant to both the news event and your brand.

Add value: offer valuable insights, opinions, or information in your newsjacking content to engage your audience.

Monitor and measure: regularly track engagement metrics and analyse the impact of your newsjacking efforts to refine your approach.

 

Newsjacking help:

If you need more information or assistance with effective newsjacking strategies and content creation, don’t hesitate to get in touch with Boldspace, a leading brand value agency based in London. Our brand experts can help you capitalise on newsjacking opportunities to keep your brand competitive and informed in your industry.