Newsjacking

A practical guide to get involved in the discussion

What is newsjacking?

Newsjacking

Why do it?

Newsjacking is the smartest and most effective way to generate coverage. Journalists are more likely to listen to your side of the story, if they are

already covering that story.

The good news about newsjacking?

Everyone can do it!

What is newsjacking?

the tactic of quickly responding to a breaking news story by providing an expert opinion that sheds a

new or different light on the subject.

Newsjacking Tips & Tricks

Newsjacking: 7 basic ingredients

1. Catch the wave

2. Adopt an editorial mindset

3. Plan for spontaneity

4. Stay original

5. Invent your own event

6. Stay genuine and relevant

7. Create a platform

The perfect pitch: 4 rules

SpeedThe sooner you can get a reaction in front of a journalist, the higher the chance you will be included in the second paragraph.

ProofIf you can’t prove what you’re saying, it’s probably not worth writing about.

AudienceKeep the audience of a journalist in mind: what do they already know and what is the tone of voice?

MethodSometimes it’s better to leave a comment below the article. At other times you should contact the journalist on the phone or by email.

Adding value to the discussion: five key ways

Disagree with what has been stated in the article.

Add something to the discussion that wasn’t mentioned before.

Explain why or how something happened.

Illustrate a news story with real examples.

Predict how the future will evolve.

Newsjacking & online

Newsjacking in the online age

• Speed is more important than ever

• Company experts should build their online reputation through blogs and social media

• Take control with brand journalism: you don’t have to rely on external influencers

PR versus Advertising

3 fundamental differences between newsjacking in PR and advertising:

OwnerPR: The expert

Advertising: The brand

Context/goal

PR: Discussion > claim thought leadership

Advertising: Get noticed > brand awareness

Target audience

PR: Influencers

Advertising: Prospects / clients

The wrap-up

The wrap-up

Monitor what happens in the media and on social channels.

Get involved in the discussion and show your expertise: you probably are more knowledgeable than the journalist.

Add to the discussion new insights, proof points or cases.

Start sharing your expertise on your owned channels and earned media to build your online reputation and SEO profile.

Download the full eBook for a more comprehensive guide on how to plan, manage and execute the newsjack. This white paper provides tips and tricks on: • The basics of newsjacking• The perfect media pitchAnd more…

To download the eBook go to: http://www.lewispr.co.uk/Insights/Newsjacking.aspx

A Practical Guide To Newsjacking