As an intern at Communiqué PR, I have had many opportunities to expand my knowledge of the industry. I recently learned of an intriguing communications tactic known as “newsjacking.” For those who are unfamiliar with the term (much as I was), newsjacking refers to when you capitalize on a trending news topic—by using humor or by inserting your company’s point of view into the dialogue—in hopes of increasing awareness of your brand.
In the past, we have successfully carried out newsjacking by monitoring print and online stories, then pitching follow-up stories in accordance. The rise of social media has further transformed the newsjacking process and significantly impacts the speed at which a brand can respond to breaking news. Social media therefore becomes an important tool in the arsenal as it presents a valuable opportunity to respond quickly and add one’s voice to the dialogue.
However, while newsjacking offers big benefits for brands, the process also takes a significant amount of time and resources. Key steps such as monitoring social media and influential reporters, reading their coverage, and staying up to date on what competitors are saying and doing are necessary to ensure newsjacking is going to be worth your effort.
I recently came across a PR Week article, “Is Social Media Newsjacking Worth the ROI and the Time for Brands?,” in which two experts share separate opinions on the topic. Just as consumers purchase products and services for the benefits they will reap, businesses are also concerned with seeing a positive return on their investments. It is important to evaluate whether or not your business should participate in newsjacking because it means much more than a tweet or Facebook post, requiring a large investment in both time and labor costs. As you question whether to newsjack or not, it’s vital to evaluate two key points: the relevance of the story and ensuring timeliness.
Newsjacking has shown to be most successful when you add value to the situation at hand by offering a brand’s relevant perspective or information. It is human nature to pay attention to things that interest us and click away the clutter. By just adding a trending hashtag to your tweet, you are only becoming part of the spam stream. Success is when the news is no longer only talking about the original story, but also about what you and your brand are saying about it.
In terms of timing, social media opens up a whole new world of opportunity for unexpected and spontaneous activity. Newsjacking is undoubtedly going to provide you with a higher ROI if you jump on the news before it fully unfolds. To be effective, you must make a connection with the story before everyone else does—you must act in real-time. Timeliness can also apply to planning for what there is to come—look ahead to coming months to see if there are any approaching opportunities in which you can effectively insert your brand.
So, is newsjacking worth it? In my opinion, yes, but as demonstrated above, only when it’s done in good fashion. To be successful, you must have a compelling tie between your brand and the news story. It is also a good idea to stray away from poking fun at controversial subjects. Many big brands, such as Kenneth Cole, have experienced backlash by attempting to be edgy with their newsjacking.
On the contrary, Oreo saw an opportunity during the 2013 Super Bowl blackout and jumped on it. Within minutes, Oreo tweeted out content that earned it 525 million media impressions, becoming one of the most successful newsjacks to date. Whatever your strategy, the key is to be fully aware of how the favorites or shares on social media will not only entertain consumers, but also benefit your organization and move the needle.
For more on newsjacking, see our blog on Mastering the Art of Newsjacking.