All weather media strategies
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Newsjacking is a media engagement strategy that works best for the prepared, which is why next-gen online newsrooms play an essential role in this growing PR technique.
It's official; online searches drive more storylines for journalists than any other source. Journalists seek out trending themes and news headlines and then research stories that fit these trends. It's why news hacking is increasingly used in PR strategies.
Newsjacking within the 48-hour window
The success of Newsjacking depends on your team's ability to respond within hours to trending storylines. In the newsjacking world, two days is an eternity, which is why you need the tech stack that allows your PR teams to act like they're responding to a fire alarm.
Next-gen online newsrooms like Lookatmedia™ were designed to help PR professionals respond faster to trending storylines and themes. Swift and seamless content workflows make the creation of newsjacking stories straightforward. Reviewing and illustrating content can happen from any location. Discoverability by browsers and news aggregators is part of Lookatmedia™ architecture.
The speed advantage Lookatmedia™ provides also works for journalists. Deliver 24/7 instant access for journalists to approved stories, images, videos, and research information that allows journalists to stay in the 'flow' with reduced need to liaise with PR teams.
No time for delays
Lookatmedia™
The faster your team can respond to a trending headline or story, the greater chance they have to tap into the narrative. The longer you delay your response, the less effective your Newsjacking.
No time for delays
Lookatmedia™
The faster your team can respond to a trending headline or story, the greater chance they have to tap into the narrative. The longer you delay your response, the less effective your Newsjacking.
Tell the right story at the right time
With Newsjacking, it is essential to remember that you are not the story; however, that doesn't mean you're not part of the narrative. While it may be an unwritten rule of Newsjacking not to make the story about you, your organization, and your mission, your unique perspective on a trending storyline provide journalists with an angle they may have never considered. When you can back this up with research and read-to-use resources like images, videos and thought leaders, you ensure you become part of the broader narrative and create gateways for deeper connections.
The types of stories and content that spike the interest of journalists and media representatives demonstrate an informed understanding of a trending topic or issue. Without using these words in headlines, consider prompts like 'how to', 'an expert take on', or the unintended impact of'. The goal is to add value and improve understanding for journalists and their audiences.
The right journalist at the right time
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Newsjacking is only effective if you can connect with the right journalist with the right story at the right time. There's a world of journalists out there looking for new angles to existing stories; you need to find better ways to connect.
The right journalist at the right time
Getty Images/iStockphoto
Newsjacking is only effective if you can connect with the right journalist with the right story at the right time. There's a world of journalists out there looking for new angles to existing stories; you need to find better ways to connect.
Pitching your thought leaders
That 48 hours of Newsjacking is critical. Journalists know that they need to respond rapidly to trending news. That's a challenge when you aim to create original content. It's tough when you're a journalist looking for thought leaders to contribute to your story. A next-gen online newsroom like Lookatmedia™ provides a format for introducing your thought leaders. By publishing stories, images, videos, and audio content in your newsroom that features your thought leaders, journalists can quickly review an industry or subject leader and decide if they want to interview them.
Anywhere, any time
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Just as you need to respond faster to trending headlines and stories, so do journalists. Your thought leaders add depth and alternative informed views journalists need to build their content and followers.
Anywhere, any time
Getty Images/iStockphoto
Just as you need to respond faster to trending headlines and stories, so do journalists. Your thought leaders add depth and alternative informed views journalists need to build their content and followers.
Be polarizing
Journalists seek an edge over their competition, so contrary views to entrenched beliefs work.
By offering an opposing viewpoint that adds a new perspective to the overall narrative, aligns with your brand messaging, and supports your goals, offer it up, but do it in a way that you can back up your position.
'Have you looked at it from this angle?'
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Journalists are always looking for the scoop. They can provide an alternative angle if they can't have the first headline. Your organisation's understanding and knowledge provide an alternative viewpoint valuable to the media.
'Have you looked at it from this angle?'
Getty Images/iStockphoto
Journalists are always looking for the scoop. They can provide an alternative angle if they can't have the first headline. Your organisation's understanding and knowledge provide an alternative viewpoint valuable to the media.
Forward planning
It seems a contradiction to say you need to be prepared to hack the last trending news headlines. Remember, you have a limited window to Newsjack a story, so staying on top of trending storylines related to your sector, subject matter, or mission is paramount. Even more important is having your resources at the ready.
You already know many positive and negative news themes that impact your organization. When you identify a storyline you wish to Newsjack; your team needs the tech that will allow them to create and publish content rapidly. Your tech stack should also enable journalists to do the same. Forget the inevitable exchange of emails of requests for images and videos; allow journalists approved access 24/7. Take advantage of opportunities to talk about your thought leaders. Demonstrate their credentials on your online newsroom, allowing journalists to discover them in their online searches. Be aware and prepared at all times to make sure you are in a position to respond when a newsjacking opportunity arises.
