Newsjacking is all about being the first to recognise and add valuable commentary to an already trending story. But when it’s got to be done in record time and you’ve got a busy calendar, how can you go about it?

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What is newsjacking?

Newsjacking is the process of taking advantage of a trending news story to get your brand’s voice heard. It’s the concept of jumping on the news story with your words, your humour, your opinion, and your people.

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Be the centre of the conversation

Journalists are always on the hunt for expert opinions in their articles – and you can help them. By offering exclusive comments to major publications, you’ll become the focus of already trending stories and position your brand as an expert in your industry.

Be timely, relevant and compelling

There’s no point in hopping on a trend if it hit its peak a week ago. Newsjacking requires you to be on the ball, with your finger on the pulse of the newscycle at all times. Luckily for you, Hallam’s PR team is highly skilled and experienced in the area.

Build authority and trust

If you can quickly provide helpful information to journalists, you can guarantee a new juicy backlink to your website. That’s why newsjacking is a great technique for digital PR – it allows you to expand your backlink profile and domain authority, while building brand awareness.

Improve your SERP rankings and build your brand

Newsjacking is a vital part of digital PR, and digital PR is a vital part of SEO. These services work hand-in-hand to raise your website’s domain authority and Google Search ranking. Being quick and reactive is hard work, but the results can be incredible. Trending news makes its way across every type of publication, so just imagine the results if your brand was at the forefront of the story.

Speed is of the essence

A journalist won’t be interested in your story if you’re too late to offer a comment. In newsjacking and reactive PR, every hour, minute and second counts. It’s an essential part of any always-on PR strategy, and if you can get newsjacking right you’ll have access to a constant stream of links and traffic.

It takes time and effort

Newsjacking isn’t something you can do half-heartedly. At Hallam we use specialist tools to monitor journalist requests for commentaries. We trawl through breaking news and social media to ensure we’re constantly in the centre of the newscycle, and we always act quickly.

You have to be fast, you have to be reactive and you have to be genuinely helpful – but the rewards are more than worth it.

Build relationships

Helping a journalist out with a comment in their hour of need is a great way to start building a relationship with them, so that next time commentary is needed you’re their go-to source. Likewise, if you’re constantly popping up in news stories about your industry, your customers will start to take notice. That’s how newsjacking goes beyond just link building and crosses over into brand awareness.

How we work, works

We’re in the business of results. Take a look at our recent work, or get in touch to learn more about how we did it.

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Frequently asked questions

What industries does newsjacking work for?

Newsjacking can be used for a whole range of industries – whether it’s discussing a major company’s key financial earnings from their company reporting calendars, or showcasing how much searches have increased for fishnets after a movie star wore some in a new trailer. The possibilities really are endless.

What should I avoid when it comes to reactive PR?

It’s no easy feat to get newsjacking right. And when it’s done wrongly, it can have a detrimental impact on how people perceive your brand.

Here are some things you should be thinking about when it comes to newsjacking:

  • Is there a connection between the news story and your own brand?
  • Does the angle you’re taking make sense?
  • Is the message in harmony with your brand personality?
  • Is it clear who you are trying to reach? Who is the audience for this story?
  • Have you been quick enough off the mark? Is the story still breaking news?
  • Is what you are going to say actually interesting? Tone-deaf newsjacking will damage your reputation.
  • Is the story sensitive, tragic or in some other way inappropriate? Don’t be reckless.
Why should I even bother with newsjacking?

Reactive PR can help give you a steady flow of links on a monthly basis. While you’re working on a campaign in the background, it’s a good idea to have reactive and foundational PR tactics in play in the meantime. An always-on PR strategy is something we always provide for our clients.