The window for newsjacking opens quickly and closes just as quickly. That’s why it is incredibly important to be prepared to take advantage of opportunities when they arise.
Here are the four essential steps for gaining exposure through newsjacking:
Step 1 - Prepare for the moment
Every day, there are countless opportunities to piggyback on a story, but obviously, you are most likely not qualified to speak about all of them. That’s why it’s important to take time to sit down and brainstorm exactly what sort of areas you’d like to target. Think about the industry you work in or the customers you’d like to target.
Step 2 - Connect the dots
It’s important to have your research done before the news even breaks. Since you will want to reach out quickly to relevant media, do the work in advance to identify who the influencers are in your target area. Once you see a potential opportunity, then try to connect the dots to the media. What does your brand do or how is it connected to a breaking news story?
Step 3 - Sensitivity second
Taking what we call a “sensitivity second” might be the most important part of newsjacking. Since you’ve prepared and identified an opportunity to newsjack a story, that doesn’t always mean you should take the next step to execute the plan. Step back, take a second and think about the ramifications for your brand of inserting it in the conversation.
Step 4 - Take action
Now that everything else has fallen into place, you have created a chance to take action and newsjack a storyline. This is when you write a short pitch email to members of the media identifying your company as a source on the topic. If you’re looking to take advantage of a trend on social media, have your creative team quickly create the content you are going to post.
Remember to work quickly, however, because the first brand to the punch is the one that typically gets the most payoff for newsjacking.
To learn more about newsjacking, be sure to download our preparation guide below.