Telling the right story at the right time: the art of ‘newsjacking’

We are strong believers that every brand, company and founder has a compelling story to share. From advice on bolstering employee engagement to international travel tips or the proper disposal of pharmaceutical waste, every company can and should be an expert within their industry.

And while most companies recognize their expert potential, it can sometimes be difficult finding the medium in which to share their stories.

How can a startup or small business break through the chatter to ensure they are reaching their target audience? Is it possible for a vendor to position themselves as an expert in their industry without paying for an advertisement?

One of our favorite ways to ensure that the right people are learning about our clients at the right time is through a strategy called “newsjacking.”

What is newsjacking?

Newsjacking is the art of injecting our clients’ ideas into a breaking news or pop culture story. Whenever breaking news occurs, reporters and analysts are looking for experts to comment on the story. Newsjacking is an approach that is mutually beneficial for our clients and the media. For instance, in a newsjacking scenario, our client receives media attention and recognition as an industry expert and the reporter gets a credible source on a timely topic for his or her story.

But how does it work?

One of the keys to a successful newsjacking campaign is timing. While a company may have a fantastic opinion on a current event or a national trend, reporters likely won’t be interested in that perspective after a week or even a day has passed. The news cycle is extremely fast-paced, and the best way to receive media attention is by moving quickly. Luckily, that’s where we come in!

How Dittoe PR can help

Our media relations work has always been rooted in having a strong, timely hook and a knack for identifying reporters who might be interested. Our job is to constantly brainstorm how we can share our clients’ stories and proactively conduct media outreach on their behalf. As a trending story develops in real time, we begin crafting messaging that positions our client as an expert on the topic.

For example, when Kim Kardashian was robbed in Paris last October, we saw an immediate newsjacking opportunity for international travel insurance client Seven Corners. In the wake of the Kardashian robbery, a reporter at Bravo was looking for expert advice on how to stay safe while traveling internationally and Seven Corners was a perfect fit. By reaching out the right reporter at the right time, we were able to break through the media noise and secure a timely national story for our client.

Think your company or brand could benefit from newsjacking and other proactive media relations? We’re happy to help!