Newsjacking: The what, why, and how
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think we can all agree that we get asked about the news more often than not. Current events are one of the most talked about topics in our day to day lives because people naturally want to know what’s going on in the world around them.
As communicators, our job is to help our company be noticed and heard. We want to write stories that make our company seem appealing and exciting. But how do we do that when there is not constant breaking news every day at work? The answer is newsjacking.
Newsjacking (v): The process of inserting your brand into current events to create media attention.
The news can be accessed in many different ways and that is why newsjacking can be so beneficial. Whether that be opinions of industry leaders, a funny meme, or lending public support to a crisis happening around, there is always a way to place your brand’s name in a place where it can be seen.
How can it help my company?
Newsjacking can help any company at any time. It doesn’t matter how big or small a company is, there is always an opportunity for it because of the technological world we live in. Technology allows instant communication at the touch of a button. Newsjacking will allow content to be produced, websites and social media to drive more traffic, and can give people something to talk about. There doesn’t need to be a large budget, just a team of individuals who can be quick on their feet and more creative and strategic than competitors.
The most exciting part about this is that you can write about something that is unrelated to your company but because it is relevant to the news it will benefit you. It shows consumers that your company is up to date and has an idea of what’s happening in the world.
Remember the Super Bowl of 2013? Yes, the one where Beyoncé performed at halftime and the Ravens and the 49ers had to wait over half of an hour before the power turned back on. Well, turns out that the majority of people didn’t remember those things too much but they did remember Oreo. During the power outage, Oreo’s team thought fast. They produced some of the most influential newsjacking examples we have today.
For that Super Bowl most advertisers paid about $4 million dollars for a 30-second commercial spot. During the blackout, Oreo tweeted one tweet (which obviously wasn’t planned) but they got more attention from that tweet than many other companies that spent $4 million dollars!
“The only reason I remember the Super Bowl in 2013 was because of the power outage. It was unfortunate but I do remember seeing Oreo’s tweet and thinking how that was good,” says university student, Bailey Bunch.
Looking back, we can see that Oreo definitely made its mark.
How can I do it?
The idea sounds great right? But how do you go about Newsjacking? Below is a simple formula from Search Engine Watch that will change everything for you.
- Data: It is important to keep up to date with the news around you. It will allow you to be a step ahead of your competitors. Timeliness is the key to newsjacking. This diagram shows the phases that a news story goes through. It is essential to newsjack within the first 2-3 phases in order to capture the attention that is needed.
- Creative: Being creative and clever in this industry is always a must! But when a company can take everyday news and turn it into something special, now that’s what will be remembered. Just think, everyone will see this news story, but how will you make this one different?
- An opinion: Putting in a short and simple quote that voices an opinion can always be enough to for someone to pay more attention to you. An opinion allows consumers to see where your company stands on certain issues as well.
By being aware of the news, creating content to stand out, and adding opinions, companies will be able to use newsjacking as a strong tool. Along with that, technology will continue to grow which will allow more opportunities for newsjacking in the day to day workplace.
Keep your eyes open!
Written by Oliva Oldroyd