Newsjacking: The Secret Weapon of Brand Building

Newsjacking terms was first coined by David Meerman Scott in 2011 and later it was recognised as “words of the year” in 2017 by Oxford Dictionary. Scott defines “Newsjacking as the art and science of injecting your ideas into a breaking news story, so you and your ideas get noticed.”

Since 1967, Amul has employed a ‘moment marketing’ approach, reacting swiftly to current events, trends, and social issues through its iconic polka-dot-dressed mascot, Amul Girl. This real-time marketing strategy, similar to Newsjacking, has been adopted by various companies in recent years. For instance, KFC’s “Be Finger Lickin’ Good this election!” campaign utilized Newsjacking during the 2019 Indian General Election, while Virgin Atlantic capitalized on the legalization of same-sex marriage with an advertisement promoting their honeymoon vacation services.

Newsjacking: A Strategic Approach

Newsjacking terms was first coined by David Meerman Scott in 2011 and later it was recognised as “words of the year” in 2017 by Oxford Dictionary. Scott defines “Newsjacking as the art and science of injecting your ideas into a breaking news story, so you and your ideas get noticed.” As a marketing strategy, Newsjacking involves strategically aligning a brand with current news events to enhance visibility and reach new target audiences. By capitalizing on timely and relevant topics, companies can effectively position themselves in the public consciousness.

Furthermore, it is a strategic communication technique that involves capitalizing on current events to increase brand visibility. By aligning a brand’s messaging with timely news stories, marketers aim to generate media attention and organic engagement. This approach leverages the power of relevance and timeliness to create memorable brand associations. While social media platforms are frequently utilized for newsjacking, the strategy can be effectively implemented through various channels, including blogging, website content, video production, and other relevant media.

Benefits of Newsjacking

The tactic of newsjacking remains a viable strategy for brands seeking to increase visibility and engagement in the digital age. This is particularly true given the heightened attention that breaking news stories receive on social media platforms. A notable example of successful newsjacking is when Oreo successfully leveraged the popularity of the 2019 Area 51 invasion to stay relevant and connect with its audience.

Successful newsjacking initiatives often result in these positive outcomes:

Intensified Engagement: Contemporary discourse topics often spark intense audience engagement because they directly resonate with the current social climate. These topics, which are typically rooted in pressing issues or recent events, tap into the shared experiences and concerns of the audience. As a result, individuals are more likely to feel invested in the discussion, express their opinions, and participate actively in the exchange of ideas.
Search Engine Optimization Advantages: Newsjacking, when executed effectively, can transcend its initial purpose and become a news event in its own right. This phenomenon can lead to the acquisition of valuable backlinks and prominent features in highly regarded, authoritative media outlets.
Investment Performance: Newsjacking, a strategic approach that leverages current events to increase brand visibility, offers a cost-effective alternative to traditional marketing campaigns. By aligning brand messaging with timely news stories, organizations can achieve significant engagement and media coverage. This strategy can serve as a catalyst for enhancing brand awareness, fostering audience interaction, and improving search engine optimization.

Guidelines for Newsjacking

While newsjacking can be a strategic public relations tactic, it can also lead to negative consequences if executed improperly. To mitigate risks and maximize benefits, it is imperative to avoid common pitfalls. Consequently, this guide provides a structured approach to successful newsjacking, outlining the essential steps to follow.

1. Identifying Pertinent Narratives

While diligently monitoring relevant news sources is a fundamental step, it’s not the only way to stay informed. A variety of alternative methods can also be employed. Tools like Google Trends or its equivalents can be invaluable in identifying trending topics. By tracking search terms and analyzing data, these tools can provide valuable insights into what people are interested in at any given moment. Promptly engaging with breaking news can have significant benefits. By being among the first to address a trending topic, individuals can establish themselves as thought leaders in their respective fields. This can lead to increased visibility, credibility, and influence. Additionally, early engagement can help attract a significant audience, as people are often drawn to content that is timely and relevant.

2. Investigating Research Focus and Relevant Keywords

In the digital age, the landscape of news consumption has undergone a seismic shift. Once confined to traditional media outlets like newspapers and television, news stories now have a global reach thanks to the internet. This increased accessibility has led to a direct correlation between the popularity of a news story or topic and online search behavior. When a particular news event or topic captures public attention, people instinctively turn to search engines for more information.

This surge in searches can be a reliable indicator of public interest. Content creators can leverage this trend to their advantage by tailoring their content to align with frequently searched keywords. Strategic keyword research is essential in this context. By identifying the terms that people are most likely to search for related to a specific news story or topic, content creators can optimize their content to appear higher in search engine results pages (SERPs). This increased visibility can significantly boost the reach and impact of their content.

3. Expeditiousness and Precision

Newsjacking, the strategic use of trending news to promote one’s brand, is highly contingent upon timing. As David Meerman Scott posits, the optimal entry point for content is immediately following a breaking news event, yet prior to widespread media coverage. However, while temporal urgency is paramount, it is imperative to verify the primary source of the news and conduct thorough research before producing content. Inaccuracies, unreliable sources, or ambiguity surrounding an event can lead to reputational damage if exploited for newsjacking purposes.

4. Adhering to Ethical Principles

Ethical considerations and brand authenticity are paramount in the execution of newsjacking and any public relations or marketing endeavor. To ensure that newsjacked content is not perceived as forced, disingenuous, or incongruent with the brand’s voice, it is essential to tread carefully. The distinction between genuine newsjacking and mere bandwagon jumping is often subtle, and audiences, particularly those engaged digitally, possess a keen ability to discern such nuances.

Exploiting natural disasters or tragic events, for instance, can have a detrimental impact on a brand’s credibility. The case of companies that attempted to capitalize on Hurricane Sandy serves as a cautionary tale, demonstrating not only the insensitivity of such an approach but also its irrelevance to the event, ultimately resulting in negative publicity. Consequently, a successful newsjacking strategy must be authentic to the brand and sensitive to the context, thereby ensuring effectiveness while mitigating the risk of negative scrutiny.

Selecting Optimal Distribution Channels

To maximize the impact of your content, timely dissemination is paramount. Leveraging your own social media channels can expedite this process, facilitating organic sharing and expanding your brand’s reach. However, strategic platform selection is crucial; align your posting efforts with your target audience’s preferred platforms. Additionally, cultivating relationships with journalists and influencers can amplify your content’s visibility.

Influencer marketing platforms, such as Influencer Analytics, facilitate connections with individuals who resonate with your brand. By aligning your content with trending topics and leveraging influential voices, you can enhance its relevance and reach. Regardless of the approach chosen, effective newsjacking requires strategic integration with your broader marketing strategy to optimize overall impact.

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