10 Tips for Creative Newsjacking
When it comes to lifestyle publicity, crafting a relevant angle to pitch news media is vital. Mere product placement has become the norm in the lifestyle industry. But relegating a brand to survive in the public’s mind only in listicles and social media spheres is no longer a tenable strategy.
Newsjacking – an often-misunderstood artform can be the answer.
What is newsjacking?
Despite sounding like some sort of piracy or underhanded practice, newsjacking is increasingly the nuts and bolts of the lifestyle marketing communications industry. When done properly successful newsjackers can become media stars, shining a light on their brands and industries in the process.
Newsjacking consists of offering a quick and interesting opinion, angle, or point of view to a current, or breaking news story, trend, or event.
Newsjacking helps a brand in a variety of ways.
· It brings attention to a brand and/or individual;
· Lends creditability to a professional or brand;
· Solidifies relationships with writers and editors who rely on solid sources.
1) How to start your newsjacking journey:
The key to newsjacking is to start early. Consider your brand and who your audience might be. Often the net is far wider than you can imagine. A décor brand for example can give insight into business trends, design trends, favorite colors and patterns, real estate, manufacturing issues, supply issues, local growth patterns, economic trends, and much more.
2) Start newsjacking by brainstorming
Start by devising a list of topics, opinions, trends, and stories that your brand/company/founder can speak comfortably about.
3) Appoint a Knowledgeable Spokesperson
Decide who your spokesperson or spokespeople will be – it’s usually the founder, CEO or head of marketing that works best. The individual(s) should be comfortable speaking with media – consider media training first just to be sure.
4) Get Media Training
While answering questions via email may be what many brands are used to, most trend related interviews entail Zoom, phone, podcast and TV. Make sure you practice on each of these mediums in advance so your appointed spokesperson can focus on the material and information at hand, rather than getting used to microphones and camera angles.
5) Compile Your Media List
Research and make a list of all relevant media you’d like to keep in mind. Create an exhaustive directory of writers, editors, producers and assistants that goes well beyond your normal media landscape. If you’re in the beauty business you’ll need to include general news writers, business and political media, rather than just focusing on a few lifestyle and industry related outfits.
6) Watch for Trends
Much as social media experts are quick to pick up on trending topics and viral music, you’ll need to immerse yourself into the news. Watch for any and every potential connection between a story and trend that you can involve your brand in.
7) Don’t Wait for a Story to Hit
Start planting information and ideas with writers you admire well before hand. Follow them on social media, and comment on their posts and published stories so they are familiar with you. This familiarity will help build valuable relationships so that when the time comes to step into a story you can do so easily.
Journalists rarely turn to complete strangers for comments and insight into what is often complicated concepts or developing news.
8) Craft Quotes that Matter
In order to stand out and add value to a story, its important to offer intelligent insight into a developing story rather than self-promotional word speak. Consider the audience – what would the MOS (man on the street) want to know about the topic or trend you’re newsjacking. What insight do you have that brings meaning to their life?
A good rule of thumb is to pre-draft a set of quotes that speak to evergreen topics you anticipate coming up. These quotes can be customized on the fly to suit a myriad of situations, and can be crucial to be first to the buzzer when a story blows up.
9) Don’t Hesitate Once a Story Hits
When a story happens or you identify an interesting trend, grab your pitch book and press directory and get to work. Put together a quote, backgrounder, and pre gathered data and get it to relevant media ASAP. Waiting a day or two is usually not an option.
10) Give Your Story Legs
Add insight to the story or trend with a blog post, podcast episode, newsletter blast, and social media post.
Successful Newsjacking
Being great at newsjacking requires a relentless and indefatigable attitude. While it can be a true star maker, it is of course not the only marketing communications instrument in your toolbox. Being active on social media, crafting lookbooks and honing your website, reaching out to trade and industry media for product coverage, creating partnerships with other brands and retailers, planning events, and getting into gift guides are all part of the magic mix that creates brand stars.
