Remember that old saying that the only thing that is constant is change?  Well, here is another example.  The rules have changed in PR.  The traditional approach is to have a very specific campaign, planned in advance, and stick to it.

But now everything moves so fast. News is dynamic.  And there is instant access to

Welcome to newsjacking. Newsjacking is defined as;

• the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. (David Meerman Scott)

• the practice of capitalizing on the popularity of a news story to boost traffic to your own blog or website (Mannix Marketing Inc.)

• the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success (Hubspot)

 

It’s really pretty basic, and not entirely new.  It’s all about using current events to generate business.  To be effective withnewsjacking you must think and act fast. You must keep your eye on breaking news, typically by following a few key news outlets, typically online.  Successful newsjackers rely on Twitter, RSS feeds and services like Google alerts.

 

Once you identify a new story that you want to newsjack the challenge is to create content that is related to the news.  The creative content that you develop will make or break your attempt to newsjack.

 

As you might expect, you have to move fast.  The effectiveness of newsjacking often depends upon how quickly you associate your content to the news story.  That’s why we find social media on the leading edge of newsjacking.

When you have completed generating the content you must promote it-and promote it big.  Tweet it.  Publish links on Facebook.  Post to Pinterest. Use the key outlets to spread the word.

 

Next, simply monitor your efforts to see if they drive conversations, traffic. Likes or re-tweets.

 

As with many new business or marketing concepts, the best way to understand is to look at a few examples.

At the 2013 Oscars several companies took advantage of Twitter and created graphics to newsjack the night. Before the program even began Charmin tweeted out a good luck wish, with a creative graphic attached.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

After the show American Express got in on the action by congratulating the winners and using a play on words to promote the AmEX Gold Card.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

VISA, while perhaps less creative and less obvious, also sent out a tweet tied into the event.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As far as the news is concerned, the highlight of the Super Bowl might have been the blackout.  Among others, Oreo and Tide took advantage of the situation and newsjacked with Twitter.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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