Carpe Diem: Utilizing Newsjacking to Enhance Brand Awareness

/

Carpe diem, often translated as “seize the day,” is a phrase used to express the idea that one should make the most of the present moment. For PR professionals, seizing the moment or ‘newsjacking’ has become a key tool in the arsenal for enhancing brand visibility and building credibility.

So, what exactly is newsjacking?

Simply put, newsjacking is the process of adding your (or your client’s) perspectives and viewpoints into a breaking news story. When done right, newsjacking can help increase brand awareness and expand thought leadership. However, newsjacking can be a nuanced tactic, as it runs the risk of seeming out of touch and potentially resulting in negative consequences if not carried out thoughtfully and ethically.

If you are looking to leverage newsjacking to amplify your PR efforts, following are five tips to keep in mind for newsjacking success.

1. Stay in the Know

Knowledge of daily breaking news is crucial to the success of any media relations program. Stay in the know by:

  • Setting up alerts on key topics related to the area of your/your client’s expertise

  • Signing up for e-newsletters from relevant trade outlets

  • Following journalists and publications on social media channels

  • Using social media to look for trending hashtags

  • Subscribing to a curated platform like theSkimm which provides news in a bite-sized format

2. Timing is of the Essence

The lifespan of a news cycle is short lived and if someone else beats you to it, then it’s over. When it comes to newsjacking, you must move quickly and vigilantly to not miss your golden window of opportunity.

  • Plan Ahead: While you can’t always get ahead of breaking news, have a feel for upcoming events and make note of which dates and events are relevant to you or your clients.

  • Pre-Approved Content: News can change so you might not be able to plan 100% of your quote or contribution, but you can certainly be quicker if you have everything in your PR toolkit aligned and ready for action if an opportunity comes in.

  • Ensure Spokesperson Availability: There may be follow-up questions from the press with tight deadlines. Make sure your spokesperson is readily available to hop on a call or respond to email Q&As in a timely manner.

3. Relevancy is Key

While you want to act quickly, you should also tread carefully and ensure that your newsjacking efforts are aligned with your brand’s core values and messaging. Trying to force a connection or providing commentary just to be “relevant” can be damaging to your brand’s reputation.

4. Read the Room

Newsjacking often involves addressing sensitive or even tragic situations, which can backfire if not handled with utmost care and sensitivity. Know when it is and isn’t appropriate to contribute to a conversation and always be respectful. A single misstep can lead to a public relations nightmare, causing reputational damage. You want to make sure that you are differentiating yourself in a good way and that your contribution actually adds something different or meaningful to the conversation.

5. Too Much of a Good Thing is Bad

Utilize newsjacking sparingly - while it can be an effective tactic, it shouldn't be your 'go-to' strategy. Frequent newsjacking will diminish the impact of your messages and it may appear that you have nothing to say about your brand unless it's done in the context of something or someone else.

Navigating the world of newsjacking can be challenging, however partnering with the right PR team can help put the right foundation in place for timely execution.