Newsjacking

Newsjacking Plot Summary

Introduction

In today's lightning-fast digital world, the traditional rules of marketing and public relations have fundamentally changed. News cycles that once lasted days now evolve by the minute, creating fleeting yet powerful opportunities for those quick enough to seize them. Imagine watching a breaking story unfold and recognizing, in that moment, the perfect chance to insert your expertise into the narrative – and suddenly finding yourself quoted in hundreds of media outlets worldwide. Newsjacking represents this revolutionary approach to gaining visibility by injecting your ideas into breaking news stories. Unlike traditional PR methods that follow carefully scripted timelines, newsjacking favors the nimble, the observant, and those ready to act within minutes rather than days. The potential rewards are extraordinary – from gaining instant credibility to generating millions in new business from a single well-timed blog post. This approach levels the playing field, allowing even small players to compete with industry giants by harnessing the momentum of developing news stories.

Chapter 1: Identify Breaking News That Matches Your Expertise

Newsjacking begins with identifying breaking news stories where your knowledge can add meaningful perspective. The key is establishing monitoring systems that alert you to relevant developments in real-time, allowing you to spot opportunities before your competitors. Joe Payne, CEO of marketing automation company Eloqua, demonstrated this principle perfectly when he learned that Oracle was acquiring his competitor, Market2Lead. Oracle had buried this news in an obscure paragraph on their website with minimal details. Payne immediately recognized a golden opportunity. As CEO of a major player in the same space, he had unique authority to comment on what this acquisition meant for the industry. The news hadn't yet spread widely, giving him a critical time advantage. Rather than waiting to see how the story developed, Payne immediately drafted a thoughtful blog post titled "Oracle Joins the Party." Instead of criticizing his competitor, he took a statesmanlike approach, writing that Oracle's entry would "make a major difference in the attention paid to this sector" and "expand the market" that was "less than 10 percent penetrated." He published this perspective immediately, ensuring his voice would be part of the conversation once journalists discovered the acquisition. To establish your own news monitoring system, begin by identifying search terms relevant to your business or expertise. Include industry terms, competitors, customers, products, and relevant buzzwords. Set up Google Alerts and similar services to notify you when these terms appear in news stories or blogs. Follow key journalists, analysts, and thought leaders on Twitter who cover your industry. Use monitoring tools like TweetDeck or HootSuite to track hashtags and discussions in real-time. Consider designating someone on your team to specifically monitor breaking news with the authority to alert decision-makers instantly when potential newsjacking opportunities arise. Remember that serendipity often plays a role – stay alert to unexpected connections between general news and your area of expertise. The most successful newsjackers combine preparation with an opportunistic mindset, constantly asking: "How could my expertise add value to this developing story?"

Chapter 2: Create Compelling Second-Paragraph Content

The true art of newsjacking lies in creating what David Meerman Scott calls "second-paragraph content." When breaking news occurs, journalists must quickly gather the basic facts – the who, what, when, and where – which form the first paragraph of their stories. What they desperately need next is context, expert analysis, and implications – the "why" of the story. This is where your opportunity exists. The London Fire Brigade demonstrated this brilliantly following a dramatic incident involving actress Kate Winslet. When news broke that Winslet had helped rescue Richard Branson's 90-year-old mother from a fire at Branson's private Necker Island retreat, media worldwide scrambled to cover the story. The London Fire Brigade recognized an opening and moved quickly. Within hours, they published a story on their website offering Winslet the chance to train with firefighters at their training center. Their offer wasn't just a publicity stunt – it was strategically crafted to accomplish multiple objectives. First, it created a compelling new angle to the celebrity rescue story that journalists could immediately incorporate. Second, it allowed the Brigade to seamlessly include three key fire safety messages in their release: get working smoke alarms, plan escape routes, and if a fire starts, get out and stay out. These critical public safety messages reached millions through news outlets that eagerly incorporated the Winslet training offer into their ongoing coverage. To create effective second-paragraph content, focus on providing thoughtful analysis rather than obvious observations. Be articulate and professional – avoid industry jargon, corporate-speak, or casual slang. Consider different perspectives that might illuminate aspects of the story others haven't yet considered. When appropriate, include relevant data points or historical context that journalists can easily incorporate. Remember that your goal isn't to hijack attention but to genuinely enhance the story with valuable insight. This builds your reputation as a trusted expert worth consulting when similar stories break in the future. The most successful second-paragraph content addresses questions the audience naturally has about what the news means and what might happen next. Most importantly, craft your content with the specific needs of time-pressed journalists in mind. They need credible, well-articulated perspectives they can easily incorporate into their developing stories.

Chapter 3: Deploy Your Message Through Multiple Channels

Once you've crafted your newsjacking content, strategic distribution becomes critical. The most successful newsjackers understand that speed requires using multiple channels simultaneously to ensure their perspective reaches journalists exactly when they're searching for additional angles. When the Wynn Resorts spokesperson learned of Paris Hilton's arrest on drug charges in Las Vegas, they moved with remarkable efficiency. Rather than issuing a formal press release or waiting for reporters to call, they proactively contacted the Associated Press to announce that Hilton would be barred from Wynn properties. This simple communication strategy resulted in Wynn Resorts being mentioned in over 5,000 news stories globally about Hilton's arrest, generating publicity value likely exceeding their entire annual PR budget – all from a single well-timed phone call. For your own newsjacking efforts, begin by publishing your perspective on your own platforms where you control the timing. Post your analysis on your company blog using relevant keywords that journalists might search when covering the story. Simultaneously share it on your website's media room or news section. These steps ensure your content will be indexed by search engines when reporters inevitably search for additional perspectives. Don't stop there – immediately amplify your message through social media, particularly Twitter. Use relevant hashtags that journalists monitoring the story will be following. If appropriate, directly tweet specific journalists who are covering the story, providing a link to your more detailed analysis. Consider sending a media alert through press release distribution services like PR Newswire or Business Wire, which many journalists monitor for breaking news. For particularly significant opportunities, consider holding a virtual press conference using live-streaming services. This approach worked effectively for Warren Buffett, who uses live streams to reach reporters who can't physically attend his events. The ability to take questions in real-time adds substantial credibility to your commentary. Remember that different situations call for different distribution strategies. A major crisis affecting your industry might warrant multiple channels, while a smaller industry development might be better served with a focused blog post and targeted tweets to relevant trade publications. The fundamental principle remains the same: get your perspective in front of journalists precisely when they're actively searching for additional angles and expertise to complete their stories.

Chapter 4: Master the Speed-Timing Balance

Newsjacking presents a fundamental tension between speed and judgment. Act too slowly and the opportunity vanishes; act too hastily without proper consideration and you risk damaging your reputation. Mastering this balance is critical to successful newsjacking. Rick Perry's presidential campaign demonstrated perfect timing when they announced his candidacy on the same day as the 2011 Iowa Straw Poll. Perry wasn't even participating in the poll – but his team recognized that the media would be intensely focused on the Republican presidential race that day. By strategically timing his announcement, Perry garnered mention in over 8,000 news stories and effectively pushed the actual Straw Poll winner, Michele Bachmann, off the front pages. Without investing time or resources in Iowa, Perry captured the majority of media attention through impeccable timing. To achieve this balance in your own newsjacking efforts, establish clear protocols in advance. Create pre-approved templates for different scenarios that allow you to respond quickly while maintaining quality control. Develop a formal mandate, signed by management, that authorizes specific team members to publish time-sensitive content without going through lengthy approval processes. Large organizations face particular challenges with speed, as corporate approval chains can fatally delay responses. The author recommends that companies with serious newsjacking aspirations empower front-line staff to use their judgment and "shoot on sight." This requires not just permission but assurance they won't be scapegoated if a shot occasionally goes astray. Timing also involves cultural sensitivity. Kenneth Cole famously misjudged this balance during the 2011 Egyptian revolution when he tweeted: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online." The resulting backlash caused their brand's perception score to plummet as the public perceived the company as exploiting a deadly serious situation for commercial gain. The speed-timing balance ultimately comes down to understanding news cycles. Different types of stories develop at different paces. A natural disaster unfolds over days, while a corporate scandal might develop in hours. Monitor how the story is evolving and time your contribution to coincide with the moment journalists are actively seeking additional perspectives – typically within the first few hours after a story breaks. Remember that in newsjacking, being second with better content rarely outperforms being first with good content. The window closes quickly, often within hours.

Chapter 5: Build Your Authority as an Industry Go-To Source

Consistent, thoughtful newsjacking can transform you from an occasional commentator into a trusted expert that journalists routinely seek out when news breaks in your field. This elevated status delivers compounding returns as your perspectives reach wider audiences with each successive media mention. Larry Flynt, the controversial publisher of Hustler magazine, has mastered this approach over decades. Despite his polarizing public image, Flynt has established himself as a go-to voice on issues of free speech and political hypocrisy. When WikiLeaks became a major international news story, Flynt donated $50,000 to their defense fund and published a blog post explaining his rationale. His perspective was subsequently featured in dozens of media outlets covering the WikiLeaks controversy, amplifying his views on free speech to global audiences. To build your own authority, start by defining the specific domains where you have genuine expertise and insight. Focus your newsjacking efforts on these areas rather than commenting on every breaking story. Quality and relevance matter more than quantity. When industry regulations change, be among the first to publish a thoughtful analysis of the implications. When competitors make significant announcements, offer contextual perspective rather than criticism. Jeff Barak of Amdocs, a telecommunications service provider, exemplified this approach when the U.S. Federal Communications Commission was meeting about "bill shock" – the surprise consumers experience when receiving unexpectedly high mobile phone bills. Barak quickly published a commentary arguing that mobile carriers have inherent interests in preventing bill shock due to competitive pressures. This timely perspective was featured in multiple industry publications, positioning Amdocs as a thoughtful voice in the conversation. Build relationships with key journalists in your industry between breaking news events. Follow them on Twitter, comment thoughtfully on their articles, and occasionally share relevant research or insights even when not newsjacking. These relationships make it more likely they'll turn to you when they need expert commentary on deadline. Consistency is crucial – journalists need to know they can count on you for intelligent, articulate perspectives delivered quickly. Each successful media mention builds your credibility, making it more likely you'll be quoted in future stories, creating a virtuous cycle of increasing visibility and authority. Remember that becoming a go-to source isn't about self-promotion but about consistently adding value to news coverage in your area of expertise.

Chapter 6: Avoid Pitfalls with Appropriate Tone and Judgment

While newsjacking offers tremendous opportunities, it also presents significant risks when executed without proper judgment. The line between clever relevance and tasteless opportunism can be razor-thin, particularly during crises involving human suffering or tragedy. Shoe designer Kenneth Cole learned this lesson the hard way during the 2011 Egyptian revolution when he attempted to newsjack the #Cairo hashtag with a tweet promoting his spring collection. The backlash was immediate and severe, with thousands of scathing comments across social media platforms. According to BrandIndex, the company's perception score dropped from 8.7 to 2.8 – well below the industry average. What Cole failed to recognize was that the Egyptian revolution involved real danger and deaths, making his lighthearted commercial intrusion seem profoundly insensitive. Similarly, Ragú pasta sauce faced significant backlash when they targeted dad bloggers with a campaign stereotyping fathers as incompetent cooks. One target, C.C. Chapman of Digital Dads, responded with a viral blog post titled "Ragu Hates Dads" that generated nearly 2,000 Twitter shares and hundreds of negative comments. Ragú failed to consider how their attempted humor might be received by the very audience they were targeting. To avoid these pitfalls, adopt these essential guidelines for ethical newsjacking. First, be dignified and statesmanlike in your approach – follow the example of Eloqua CEO Joe Payne, who welcomed Oracle's entry into his market with a thoughtful analysis rather than criticism. Second, maintain a positive, constructive tone rather than appearing vindictive or opportunistic. Third, use professional, articulate language without industry jargon or social media shorthand. Most importantly, exercise heightened sensitivity when newsjacking stories involving human suffering. Ask yourself: "If I were personally affected by this situation, how would I feel about this message?" If there's any doubt, it's better to remain silent than risk appearing exploitative. Remember that your ultimate goal is to add genuine value to the conversation – providing information or insight that contributes to public understanding of the situation. Purely self-serving pitches not only fail but can damage your reputation with journalists who might otherwise view you as a valuable resource. When in doubt, have a trusted colleague review your content before publishing. In the rush to be first, don't sacrifice the judgment that protects your long-term credibility and reputation.

Chapter 7: Transform News Opportunities into Business Results

The ultimate measure of successful newsjacking isn't media mentions but tangible business outcomes. The most effective practitioners understand how to convert newfound visibility into measurable results by creating clear pathways from media exposure to business objectives. Oakley, the premium sunglasses manufacturer, demonstrated this masterfully during the 2010 rescue of 33 Chilean miners trapped underground for 69 days. As the miners emerged into bright sunshine after months in darkness, each one wore Oakley sunglasses (specifically Oakley Radar with Black Iridium lenses). This simple product placement, arranged quickly as the rescue operation unfolded, resulted in Oakley being featured in thousands of news stories and broadcasts worldwide. Research by Front Row Analytics valued this exposure at approximately $41 million – an extraordinary return on the company's investment of providing 33 pairs of sunglasses. Joe Payne of Eloqua provides another compelling example of converting newsjacking into concrete business results. After his blog post commenting on Oracle's acquisition of competitor Market2Lead generated widespread media coverage, Payne and his team immediately contacted existing and potential Market2Lead clients. They outlined what the acquisition might mean for these customers and positioned Eloqua as a stable alternative. Within two weeks, this proactive follow-up helped Eloqua close deals with Red Hat and TRUSTe worth nearly $1 million – business directly attributable to their newsjacking effort. To transform your own media opportunities into business results, establish clear follow-up protocols before you newsjack. Prepare your sales and customer service teams to reference the news coverage in conversations with prospects and customers. Create landing pages that address the specific concerns or interests that might arise from the news story, then direct interested parties to these resources from your blog post or media comments. Monitor social media mentions resulting from your newsjacking and engage directly with people discussing your perspective. This personal engagement often converts casual interest into meaningful business relationships. Collect and organize the media coverage you receive, then leverage it in marketing materials, email campaigns, and sales presentations to establish credibility with prospects. Remember that successful newsjacking creates long-term SEO benefits as well. The resulting media stories and backlinks improve your search engine visibility for key industry terms, driving organic traffic to your site long after the initial news cycle ends. The most successful newsjackers understand that media coverage is merely the first step in a process that must ultimately connect to business objectives through thoughtful, systematic follow-up.

Summary

Newsjacking represents a fundamental shift in how individuals and organizations can gain visibility in today's accelerated media landscape. By monitoring breaking news and quickly adding valuable perspectives, anyone – regardless of size or budget – can insert themselves into media narratives that would otherwise be inaccessible. As the author emphasizes, "The traditional PR model – sticking closely to a preset script and campaign timeline – no longer works the way it used to." The power of this approach lies in its asymmetric value proposition. For little more than an hour's work and minimal financial investment, newsjackers can generate exposure worth millions and create business opportunities that traditional marketing methods could never deliver. But success requires preparation, judgment, and the courage to act quickly when opportunities emerge. Whether you're an underdog seeking to level the playing field or an established player defending your territory, mastering the art of newsjacking has become an essential skill in today's real-time business environment. As the author concludes, "I've been a marketer for two decades now, and I have never seen a technique as powerful as newsjacking."

About Author

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David Meerman Scott

Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.He’s a sales and marketing strategist who has spoken on all seven continents and in 40 countries to audiences of the most respected firms, organizations and associations. David is author or co-author of ten books - three are international bestsellers. He is best known for The New Rules of Marketing & PR, now in its 6th edition, which has been translated into 29 languages and is a modern business classic with over 400,000 copies sold so far. David also authored Real-Time Marketing & PR, a Wall Street Journal bestseller. He is co-author of Marketing the Moon (with Rich Jurek) and Marketing Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).

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