Newsjacking—the wildly popular new form of public relations and marketing—comes wrapped in a paradox.
It one of the hottest trends for getting attention and engaging fans, yet it is one of the easiest ways for a brand to embarrass itself.
How, then, do you get it right when you try to cash in on trending news, events or hashtags?
A new guide from Ragan Communications and Red Touch Media—”Newsjacking as a Content Strategy“—offers tips and strategies for organizations trying to newsjack, whether it’s the Oscars, a major news event or a competitor’s acquisition of another company.
“You’re shoehorning your client’s message or story or point of view into a bigger story,” says Dorothy Crenshaw, chief executive of Crenshaw Communications, who has long practiced newsjacking under the name “newssurfing.”