In the fast-paced world of digital marketing, newsjacking is an effective method for propelling a company into the spotlight. However, when executed incorrectly, it might backfire severely. Newsjacking is the practice of putting your brand into a current event or news story to gain media attention and engage your target audience. It appears simple, but the hazards are significant. In this article, I’ll discuss five huge newsjacking blunders that I experienced firsthand, as well as recommendations on how to avoid them. Whether you’re an experienced marketer or just getting started, these stories can help you avoid the dangers of newsjacking and guarantee your business reaps the rewards without facing backlash.
What is Newsjacking?
Newsjacking is the act of using a news story to increase awareness for your brand. It entails using the correct timing and wit to gain media attention for your company by capitalizing on popular topics.
David Meerman Scott, a marketing and sales guru, presented this concept in 2011.
An example of this is when Virgin Atlantic referenced the historic legalization of same-sex marriage in an advertisement offering honeymoon getaways.
This outpouring of support reflected favorably on the brand, resulting in greater visibility and engagement.
Although social media is frequently used to spread newsjacking stories, it is not the sole option. Blogging, web page content, movies, and other methods can all produce the same result.
For example, in MarketWatch’s blog piece “7 Management Lessons from the Walking Dead,” the brand effectively used a popular television show to educate readers about management.
As a result, they were able to make a rather dull issue interesting and relatable.
Why Newsjacking Matters
Newsjacking can greatly increase your brand’s visibility and relevancy. Capitalizing on popular subjects allows you to catch the attention of a larger audience, increase engagement, and position your company as a thought leader. To avoid appearing opportunistic or insensitive, it is necessary to strike a careful balance of timing, relevance, and sensitivity.
How to Start Newsjacking
The first stage in newsjacking is identifying the appropriate stories to capitalize on. There will always be chances in today’s fast-paced world. Identifying trending phrases and hashtags quickly can allow you to capitalize on the wave of popularity.
Follow relevant news by:
- Using Google Trends to keep track of hot stories.
- Monitor terms with Google Alerts.
- Using Sprout Social to monitor social channels
- Watching hot hashtags on Twitter.
- Follow journalists and bloggers who cover topics relevant to your sector.
Newsjacking To-Do List
The key to newsjacking is to jump on stories before your competitors.
Once you’ve developed a plan for identifying possible stories, you’ll need to move rapidly. Here are some of the best things you can do.
- Choosing the Right Story: The breaking news you cover should be relevant to your brand and industry.
- Write swiftly and accurately: Make sure to write quickly while double-checking your information to safeguard your reputation.
- Be different: Covering the same stories as everyone else will not get you recognized. Incorporate your own perspective into the story depending on what you know about your audience.
- Tread carefully: While acting swiftly is crucial, caution is also required. Some viewpoints and news items may irritate your viewers.
- Promote your post: Remember to draw attention to your newsjacked story. Hold a virtual press release using Facebook Live. Contact journalists who are interested in the information you have to provide. Tweet about your content with a pre-determined hashtag.
Benefits of Newsjacking
Newsjacking is a difficult process. Companies must stay up to date on the latest news affecting their business or brand. Using newsjacking right can benefit your business by:
- Integrating it into the wider industry and social debates.
- Gets you in front of new audiences and possible consumers.
- Increases social media engagement.
- Showcases the nature of your brand to viewers.
- Demonstrates that you understand the demands of your consumers and community.
Using Newsjacking in Your Public Relations Strategy
#1. Hold a ‘newsroom’ every Monday morning
Effective newsjacking necessitates a solid awareness of breaking news and popular themes. Every Monday, gather as a PR team to discuss the following week’s news. There may not be anything noteworthy, but it is critical to cultivate an environment in which you are on top of the news agenda.
#2. Plan ahead
Planning is essential for any public relations campaign, and you should already have a solid sense of future events and crucial dates on the calendar. Make a note of the dates and events that are significant to you or your clients, as well as any comments you have. Because news can change, you may not be able to plan out your entire remark or contribution, but you will be able to respond more quickly if you have something prepared.
#3. Have a bank of content ready
Working in public relations, we understand what makes for successful content and stories. We know what worked and what didn’t. Existing and pre-approved content provides a wealth of opportunities for newsjacking. This means we can rapidly identify a previous story and give it a new spin before pitching it again in response to the news agenda or breaking stories.
#4. Focus on the right places
There are numerous ways to find breaking news stories. Build strong relationships with relevant journalists, listen to and watch news channels, check in on social media sites like X and TikTok regularly, and use tools like Buzzsumo to monitor popular issues.
#5. Know Your Assets
Have your spokesperson prepared with a headshot or appropriate visual. You should have everything in your PR toolset aligned and ready to go whenever an occasion arises.
#6. Be unique
If you’re reacting to a news story, keep in mind that journalists will cover it whether or not you do. Make sure your opinion or contribution stands out and provides something unique to the post. Take a new posture. Outline how it affects the client’s business or industry. Provide insights into the future. There are so many different ways to spin a story! It’s a waste of everyone’s time to simply retell the narrative differently.
Five Epic Newsjacking Fails (and How to Avoid Them)
#1. Insensitive Timing
One of the most typical mistakes in newsjacking is jumping on a story too soon, especially when it involves a sensitive subject. Brands that fail to read the public mood may appear tone-deaf or predatory.
Example: During a natural disaster, a prominent retail brand tweeted about a bargain on outdoor gear and linked it to the tragedy. The outcry was quick, with users accusing the company of profiting off sorrow.
How To Avoid It: Before using newsjacking, always consider the sensitivity of the situation and public emotion. Avoid stories that entail loss or sadness. Use Google Trends and social media listening tools to measure public reaction before interacting.
#2. Irrelevant Content
Another common mistake is making a link between the news story and the brand. If the link is too tenuous, it may mislead or irritate your readers.
Example: A technology corporation attempted to link its latest software update to a celebrity scandal. The connection was weak and appeared artificial, resulting in a flood of unfavorable remarks and a loss of credibility.
How To Avoid It: Ensure that your newsjacking activities are relevant to your brand and add true value to your audience. The relationship should be obvious and reasonable, adding rather than detracting from the plot.
#3. Over-promotional Tone
Using newsjacking just for self-promotion may be perceived as opportunistic and inconsiderate. Audiences are quick to pick up on this and respond adversely.
Example: A fast-food business used a trending news article about a health crisis to promote its new healthy menu selections. The move was perceived as exploitative, resulting in severe resentment.
How To Avoid It: Instead of directly marketing your goods, focus on adding to the discourse. Provide insights, guidance, or support that are relevant to the news story. Subtlety is crucial.
#4. Ignoring Facts
Misinformation can be a major problem in newsjacking. Brands that disseminate false information lose trust and suffer public condemnation.
Example: A fashion business shared a news report about a political event, but it contained erroneous information. They were swiftly exposed for promoting disinformation, which harmed their reputation.
How to Avoid It: Verify all facts before using them in your newsjacking attempts. Use credible sources and ensure that your content is correct. Credibility is essential for maintaining trust with your audience.
#5. Failing to Engage
Newsjacking is more than just posting content; it’s about interacting with the audience. Brands that fail to interact with their audience miss out on the possibility of strengthening relationships.
Example: A beverage business launched a brilliant newsjacking campaign around a major sporting event, but did not respond to the comments and discussions that ensued. This squandered opportunity resulted in a lack of ongoing interest and involvement.
How To Avoid It: When you post newsjacking content, prepare to engage with your audience. Respond to comments, contribute fresh insights, and continue the conversation. This not only increases interaction but also demonstrates that your company is proactive and responsive.
Top Newsjacking Examples
So, how does a successful news jack look? Here are a few more examples to inspire you:
Wendy’s & McDonald’s
Wendy’s is known for its hilarious social media presence, particularly on Facebook.
Given this, their satirical newscast, which took a lighthearted dig at competitor McDonald’s, was well welcomed.
Wendy’s ad jokingly questioned if any of the proposed McDonald’s burger changes would genuinely boost taste.
While no other organizations could get away with such joking, this particular newsjack elicited hundreds of reactions, comments, and shares, reflecting positively on the brand.
Southwest and Football Playoffs
Newsjacking does not necessarily require overtly sharing news stories.
In this Southwest example, the brand made a subtle reference to the highly regarded football playoffs between the Dallas Cowboys and the Seattle Seahawks.
Although this is a quieter and more informal example of newsjacking, it resulted in increased engagement among social media users.
Aviation Gin and the Controversial Peloton Ad
In 2019, the sports equipment business Peloton faced severe criticism for a badly timed ad campaign in which a spouse gives his wife an exercise bike.
However, during the media frenzy, alcoholic beverage producer Aviation Gin saw a fantastic newsjacking chance and hired Monica Ruiz, the actress from the Peloton campaign, to star in their own spot.
The company, owned by actor Ryan Reynolds, is well-known for its hilarious marketing campaigns, and the commercial discreetly parodied both the original ad and the negative message it sent.
As a result, it gained media and public praise while remaining brand-consistent, timely (Ruiz was hired only two days after the Peloton ad aired), and upbeat.
Oreos & Area 51
Newsjacking is frequently focused on internet trends, but it demands staying ahead of the curve.
Certain online fads only endure a few weeks or even days; if you’re late to the party, you won’t be able to make a good influence.
Some corporations do this better than others; for example, Oreo, the original newsjackers, was quick to execute a successful ad during 2019’s proposed “invasion” of Area 51 in the United States.
Dunkin’ and the Blue and Gold Dress
Dunkin’ (previously Dunkin’ Donuts) also mastered this strategy in 2015, capitalizing on the outrage over a photo of a dress that appeared blue to some viewers but gold to others.
Newsjacking internet trends may be extremely effective, especially if you can smoothly link them to your products.
Calm and the 2020 US Election.
Many businesses sought to enter the 2020 US presidential election, with some having better results than others.
Meditation App Calm was definitely one of the big winners, thanks largely to its sponsor spots on CNN’s 24/7 coverage.
The commercials, which featured 30 seconds of peaceful visual experiences like rain pouring on leaves, were ideally positioned as a counterbalance to the noise, worry, and fear surrounding the election, with the brand effectively nailing its audience’s tone and sentiment.
App downloads skyrocketed following the election, delivering a significant return for the corporation.
Key takeaways
- Always assess public mood before newsjacking. Avoid sensitive themes that may backfire.
- Ensure that your newsjacking efforts are relevant and add value to your audience.
- Contribute to the discourse rather than openly pushing your goods.
- Double-check all facts to avoid distributing false information and harming your credibility.
- Be prepared to interact and engage with your audience to establish greater connections.
Conclusion
Newsjacking may be a powerful tool when done effectively, but it takes careful planning and execution. You may use newsjacking to increase your brand’s visibility and engagement by learning from others’ mistakes and adhering to best practices. Have you ever attempted newsjacking? What was your experience like? Share your ideas and stories in the comments section below.
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- The Best 2024 Online Newsroom Examples to Inspire You.
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