Successful Digital PR can be expensive.
From creating compelling content to running memorable online campaigns, it requires a hefty investment.
For smaller brands, this makes building authority a challenge. So much so that they might be on the lookout for cheaper alternatives.
Thankfully, one of the most powerful Digital PR moves is surprisingly cost-effective: newsjacking.
The technique, which involves tapping into breaking news or trending topics, can bring a significant visibility boost with minimal resources.
A spark of creativity, and boom! Your brand becomes the talk of the internet.
Companies just need to learn how to leverage it for maximum impact.
What Is Newsjacking?
The term newsjacking has been around for a while. Marketer David Meerman Scott coined it in his popular book Newsjacking more than a decade ago.
With the rise of the 24/7 news cycle and the prevalence of social media, however, it’s more relevant than ever.
Definition and Concept
Scott defines newsjacking 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.”
In other words, the tactic involves taking advantage of current news stories or trending events to promote your brand.
People are already looking into those topics, so you reach a wider audience. With the right message, you can dominate online conversations or establish yourself as an industry leader.
While the concept has long been a part of PR strategies, social media platforms allow brands to capitalise on trending stories with minimal costs.
Research shows that brands can grow between 0.9% and 18.9% on X (formerly Twitter) with newsjacking.
In other words, a well-timed update can turn into a viral (and successful) moment.
Types of Newsjacking
Companies keen to leverage newsjacking can go about it in two different ways:
- Proactive newsjacking: When brands anticipate potential news and prepare content in advance (e.g. You predict that Black Friday will generate an impressive amount of sales, so you brainstorm social media updates or special offers that align with the buzz around the event.)
- Reactive newsjacking: When brands respond to breaking news or a trending topic quickly (e.g. A sudden drop in temperature makes people complain about the cold, so a food delivery app suggests staying in and ordering takeout; or they promote a special offer, like Wendy’s.)
Proactive newsjacking offers brands more control over the narrative. Reactive newsjacking, meanwhile, has great potential for user engagement.
Benefits of Newsjacking for Digital PR
A Cardiff University study highlights that newsjacking content is likely to generate more online interactions and increase purchase intent. The benefits don’t end there.
Increased Brand Visibility
When a brand newsjacks, it takes advantage of the public’s already expressed interest in a current event. The reach of their update will be broader.
Not only that, but a brand sliding into a conversation it may not be a part of otherwise can expose it to new audiences.
Plus, when the content is good, it draws the attention of big content creators or media outlets. Re-posts lead to virality, which amplifies the brand’s message across channels.
Establishing Authority
Brands can also use newsjacking to strengthen authority. By offering a unique perspective on emerging topics people are actively researching, they build credibility.
This fosters trust, which can drive sales in the long run. Edelman's research found that 88% of consumers rank trust among the top three factors that influence their buying decisions.
Enhanced Engagement
Content created around trending topics naturally draws more attention.
People are already invested or trying to find out what everyone else is talking about. This makes them more likely to interact with content related to hot topics.
When engagement skyrockets, brands have a better chance to connect to their fans organically.
SEO Advantages
Journalists and content creators are constantly digging for trending topics.
However, they don’t want to regurgitate the same information. They seek fresh angles to keep the conversation fresh.
When your brand caters to their needs, the odds of being featured in news articles or blog posts are in your favour.
This generates quality backlinks that support Search Engine Optimisation (SEO).
Search algorithms interpret backlinks as a vote of confidence, so they deem you more trustworthy. Before you know it, your rankings improve.
Cost-Effective Marketing
Done right, newsjacking offers a high return on investment.
By tapping into the new cycle, brands cut down on costs associated with extensive online campaigns.
All you need to make a impact is a will-timed article or social media update. The price tag is unlikely to drain your budget.
Successful Examples of Newsjacking
Effective newsjacking involves getting your message out in a timely manner.
Adding an inventive twist to a trending story will make viewers particularly receptive to whatever you have to say.
Case Study 1: Oreo’s Super Bowl Blackout Tweet
A power outage during the 2013 Super Bowl caused the stadium to go dark for more than half an hour. Oreo was ready.
The brand’s marketing team quickly tweeted an image of a cookie with the tagline “You can still dunk in the dark,” garnering thousands of social media interactions.
Soon, that single tweet had over 10,000 retweets in a single hour. It also got extensive media coverage, won awards, and secured the company a significant visibility boost.
Case Study 2: Aviation Gin’s Peloton Wife Ad
In 2019, Peloton shared a commercial that was heavily criticised across social media. Many consumers labelled it as sexist and dystopian.
Aviation Gin, owned by Ryan Reynolds, joined the discourse in a remarkably creative way.
Within 36 hours, they produced and released an ad featuring the same actress from the Peloton commercial. It seemingly continues her story, showing her down a martini as two worried friends watch.
The result? The Aviation Gin ad made headlines across the world, proving that newsjacking can bring in an impressive amount of exposure.
Additionally, the company learned from the experience. In 2024, they released an ad inspired by the popularity of the Netflix movie Hot Frosty.
How to Apply Newsjacking Effectively
Newsjacking is a fine art that requires balancing timing and relevance. Brands also need to be careful of what type of events they capitalise on to avoid backlash.
Monitor the News Landscape
You can’t newsjack if you’re not familiar with trending topics. Thus, staying up-to-date on breaking stories is job one.
While general news can be fruitful, focusing on industry-specific developments may yield better ROI, since you’re speaking directly to your target audience.
Enable notifications through platforms like Google Alerts so you don’t miss opportunities for timely updates.
Alternatively, you can check trends with tools like BuzzSumo, TrendSpottr, or via insights offered by each social media platform.
Act Quickly, But Accurately
When it comes to newsjacking, timing is crucial.
Send an update too quickly, and the public might not be aware of what went on yet. Send it too late, and it’s no longer of interest.
Brands need to publish their content during the window of peak activity, when most people seem to be engaged with the subject.
Even so, speed shouldn’t come at the cost of accuracy. Always cross-check content using reliable sources to prevent misinformation.
Find Relevant Angles
Despite the many benefits of newsjacking, not every story is a good fit for your brand.
Ideally, the sought-after topic will already align with company values and audience interests.
An entertainment company newsjacking a breaking agriculture story, for example, is unlikely to engage fans.
Once you settle on a topic, identify keywords driving user searches with tools like SEMrush or Google Trends.
Incorporating them into your content will help you address untapped angles and support SEO at the same time.
Create Engaging Content
As important as timing may be in newsjacking, content is everything.
Your update should solve a problem or offer a unique perspective. At the very least, make people laugh.
Your purpose isn’t to report the news; it’s to add value to the conversation.
Above all, create it in your brand’s voice.
A cybersecurity company known for professional, well-researched content suddenly sharing snarky memes will cause confusion.
Publishing an expert article or infographic on a trending topic, on the other hand, is on brand.
Choose Appropriate Channels
Where you choose to release your newsjacked content also matters.
Platforms like Twitter and TikTok thrive on immediate reactions and real-time engagement.
If you want to tap into an industry development, however, LinkedIn might be better suited for your purposes.
To expand your reach even further, partnering with influencers is a fruitful strategy.
81% of consumers admit that they purchased or considered a product after seeing it in a friend or influencer’s post.
By collaborating with a trusted content creator when news breaks, you amplify your message.
A fitness company that notices a new workout challenge gaining traction, for instance, could coordinate with an influencer to post content about that challenge.
Since engagement is likely to spike, it’s a win-win.
Be Ethical and Sensitive
Sometimes, newsjacking can do more harm than good especially when a brand uses a tragedy to boost sales.
Consumers have become savvy. They’ll immediately call out companies when they come across as tone-deaf, so your efforts will backfire.
Always focus on adding genuine value to a trend. Crafting your responses with empathy will ensure that consumers are on your side.
Final Word
Successful newsjacking involves monitoring trends, acting quickly, and putting out compelling content. As long as you adhere to best practices, your visibility will increase.
See if you can incorporate the practice into your Digital PR strategy. That way, you don’t have to spend a fortune to stay ahead.
