What Newsjacking Can Do for Your Brand
By Kristen Wall
In 2017, Oxford Dictionaries shortlisted the term “newsjacking” as one of their “Words of the Year.” But what exactly does it mean? As popularized by marketer and author David Meerman Scott, newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.
A great example of this is when PEZ Candy, Inc. leveraged the Royal Wedding news to announce the auction of an exclusive Prince Harry and Meghan Markle Dispenser Set in support of Make-A-Wish® UK. PEZ fans and collectors can bid on eBay for Charity for this unique souvenir of the royal wedding from May 7-13, 2018. Only one set was created for this global auction, and 100 percent of the proceeds will go to Make-A-Wish® UK.
Part of what is so successful about this newsjacking, is that rather than just capitalizing on the Royal Wedding event, they took the opportunity to help benefit an important cause- all while keeping with Meghan and Harry’s request for donations instead of wedding gifts.
For brands, newsjacking is an extremely powerful and timeless tactic that anyone can use to leverage current events and the media. It has been around for years, but can be reworked for any kind of breaking news.
“For a small business owner competing against giants with inflated PR and marketing budgets, this technique will level the playing field, and possibly let you beat them, all for the cost of being quick, creative and smart. The best part is, anyone can do it.” says award-winning blogger Jim Kukral.
Time your newsjacking story and your brand can reap both short term and long term SEO benefits. The objective is to get in before the story peaks while you are still able to grab attention. If you get in early enough, add links from other outlets that use your article as a reference.
By capturing the highest traffic for popular keyword and hashtag searches, it is one of the most effective ways to get media attention for your brand- with minimal effort, no costs, and immediate results.