What is Newsjacking and why does it matter?
Newsjacking is an art and we explain how to do it
Brands are constantly competing to get a share of the market and to get their voices heard. In PR, one of the most effective ways to cut through the noise is by leveraging trending news stories to boost visibility and engagement. This PR tactic is called newsjacking.
What is Newsjacking?
Newsjacking is the art of inserting your brand, message, or expertise into a breaking news story to gain media coverage and audience engagement. By aligning your content with a trending topic, you can capitalise on the existing media momentum and drive attention to your business.
Why is Newsjacking effective?
- It increases visibility – By tapping into trending topics, your brand can appear in front of a wider audience that may not have otherwise engaged with your content.
- It enhances credibility – Positioning yourself as a thought leader on relevant issues builds authority and trust within your industry.
- It boosts engagement – People are already talking about the news; by adding your voice, you become part of the conversation, increasing shares, likes, and comments.
- It drives website traffic – When executed well, newsjacking can bring a significant surge in visitors to your website and social media channels.
- It earns media coverage – Journalists are always on the lookout for expert opinions and fresh angles on breaking news, providing PR opportunities for your brand.
How do I successfully newsjack?
To effectively newsjack a story, brands must act fast and be strategic. Here are some key steps to help you successfully newsjack:
Monitor trends – Stay updated with trending news using tools like Google Trends, Twitter, and media monitoring platforms.
Choose relevant stories – Not every trend suits your brand. Focus on news that aligns with your industry, expertise, or brand values.
Act quickly – Timing is crucial. The earlier you enter the conversation, the more impact your content will have.
Offer value – Ensure your take adds insight, humour, or expertise rather than just jumping on the bandwagon.
Use multiple channels – Share your content across social media, blogs, and press releases to maximise reach.
Be mindful – Avoid exploiting sensitive topics or tragedies, as this can backfire and damage your reputation.
Measure the impact - As with any PR activity, it’s important to measure the results of your newsjacking efforts to understand the impact it’s having on your brand and its effectiveness.
Examples of newsjacking done well
Many brands have successfully leveraged newsjacking to gain widespread attention. Whether it’s a quick comment on an emerging news story or a perfectly timed social post – remember when Oreo capitalised on the Superbowl power cut with the perfect tweet – “You can still dunk in the dark” – there are various formats it can take. Great campaigns always work when they are relevant and tap into the cultural zeitgeist. So when news of the upcoming Bridget Jones movie broke, we saw the perfect opportunity to create a timely, relevant, and meaningful PR moment for our client Chapter 2 Dating - a platform dedicated to widows looking for love again. Using Chapter 2’s database, we swiftly conducted original research on themes that aligned with the film - such as dating after loss and widowhood with children - to uncover unique and compelling insights. These findings were transformed into a data-driven report and expert-backed tips, hosted on the website and shared with the media. To bring the story to life, we spotlighted Chapter 2’s founder, Nicky, as a case study, offering a personal and relatable angle.
The results? Despite the campaign's infancy, we've achieved some incredible national and consumer lifestyle coverage with high-authority backlinks (DA 90+). This campaign showcases the power of cultural moments, fast execution, and insightful storytelling in driving brand awareness.
Is newsjacking right for your brand?
When done correctly, newsjacking can be a powerful PR and marketing tool. At Hendrix Rose PR, we help brands capitalise on the right trends at the right time while maintaining authenticity and credibility. Want to integrate newsjacking into your PR strategy? Get in touch with our team today and let’s make the headlines together.
