How can newsjacking get me coverage?
We’re all about strategy in PR. But part of that strategy can be to not have a plan. Sounds nuts, we know, but sometimes the best, most impactful coverage results from newsjacking.
As we all know only too well (thanks COVID) - it’s rare that you can predict or plan for the news cycle. Awareness days and key seasonal dates aside (which we WILL build into your plan), no one really knows what the day’s news will bring.
It could be:
A questionable choice of marketing campaign from a big brand (KI’s Gary Pope had plenty to say about Netflix’s Squid Games pop-up in a shopping centre)
The retail industry and the budget (Retail Trust’s CEO Chris Brook-Carter is often called on here)
An off-the-cuff comment from a politician that relates to your industry (thank you Rishi Sunak at London Tech Week 2023)
Even the death of a monarch, which impacted Brand Licensing Europe in 2022 and the Retail Trust as the Queen was the patron of the charity
Seasonal hooks relating to your industry (Retail Week’s editorial team were perfectly placed to comment on Christmas shopping trends and big retailers’ financial results)
And you and your business could be the perfect people to comment on it.
So, what is newsjacking?
Newsjacking – or reactive commentary is when we shoehorn your brand into the news by providing a written or recorded response to current events, news stories, or trends journalists are writing about in real-time.
It involves us actively monitoring the media landscape for relevant topics to jump on and quickly crafting responses or commentary that align with a client’s values, expertise, or offerings. It’s a rapid practice: sometimes comments need to be turned around within a couple of hours to make it into a breaking news story. And this is key. To win at this game, you need to be speedy.
When done right, though, it positions companies as thought leaders and demonstrates their industry relevance, not to mention building brand awareness, gravitas and credibility.
What do you need to know to get it right?
Slow burn
It can be a slow burn. Some journalists like new voices, Others don’t have time to shop around and go to people they’ve used before who they can rely on to provide an intelligent, quick response that will add to their story.
More is more
The more news you appear in = the more recognisable your brand.
Relevance
Reactive commentary shows you front-and-centre, responding to developments within the industry or broader society.
Credibility
Consistently offering valuable insights can help build trust and credibility with your audience, establishing your brand as an authority within the industry. Our client Kids Industries is great at this!
Repurpose
Newsjacking generates a steady stream of fresh content for your social media and PR channels, a great opportunity to show off your expertise to your core audience.
Purpose
Always think purpose-first. Don’t say yes just because it’s the BBC. Ask yourself - will appearing in this outlet commenting on this issue achieve my business objectives? If it doesn’t, decline.
And the best thing about quick and timely reactive commentary is…journalists remember you. Next time something similar occurs, your name or brand will pop into their head and they won’t need to do a call-out - they’ll come direct.
If you want to be top-of-mind for journalists, send us an email at charlie@bigtop-pr.co.uk for a chat.