The PR practice of newsjacking has been around for a while.
The book Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage popularized the term in 2011. By now, we in PR and content marketing know that to be successful, newsjacking must be organic, tactful, and add value.
Here’s an example of effective newsjacking: Last month, many news stories focused on the question of how damaging the December 2013 data breach will be for Target. Crimson Hexagon’s (full disclosure: I work there) social media analytics platform added information and context on the social media dimension of the fallout for Target in MediaBistro.
We might not always know the best way to go about it, though. New tools and approaches can help your company or customer contribute to a timely or developing news story.
Here are some technical tips to take your newsjacking success to the next level in 2014: