By: Dan Brew, Jargon Group Cardiff
Modern PR now encompasses many tactics but ‘newsjacking’, jumping onto a currently trending news story with a brand’s reaction remains one of the most long-standing in the public relations playbook. Newsjacking can be beneficial for many reasons and can be an effective way to increase brand awareness, boost engagement, and help brands gain a competitive edge in often saturated marketplaces.
However, as with all PR tactics, the use of newsjacking should be carefully considered as it can also be a double-edged sword that can potentially harm a brand's reputation by attracting attention for all the wrong reasons, not all PR is good PR.
The modern news environment
Today’s news environment is more fast-paced than ever due to the prevalence of online news platforms, social media and 24/7 news channels. Changes over the last few years have meant that the lifecycle of a news story is far shorter than it used to be, with the time between a breaking story and old news finite.
The shorter news cycles make it all the more important to be tactical and strategic with newsjacking opportunities, to maximise results and impact. While newsjacking activities can be accomplished without the help of an agency, working with the right communications consultants can greatly improve the outcome of a newsjacking opportunity.
Newsjacking the right way
When it comes to newsjacking, there’s definitely a right way to use the tactic effectively so that it elevates a brand’s reputation. Preparedness is key and an agency partner can anticipate breaking news stories and recommend the right opportunities to prepare ready-to-go responses for. An agency can also use market and audience understanding to ensure that key messages are relatable to those who need to be reached the most.
Being genuine is crucial and newsjacking should only be leveraged when a brand has something valuable to add to the conversation and can make a valuable contribution. In addition, it isn’t wise to simply follow trends or try to attract clicks and likes, commenting on controversial topics should often be avoided by brands to protect their reputation and to avoid being drawn into sensitive subjects. An agency partner can help advise on whether a newsjacking opportunity should be utilised or not by being one step removed from an organisation.
How to best benefit from the next newsjacking opportunity?
Newsjacking when done the right way can be a highly effective tactic to improve a brand's reputation and if it goes wrong it can be an unwelcome distraction, as well as an ineffective use of resources. An agency partner can help when it comes to advising on the right opportunities and can make the newsjacking process as smooth and successful as possible.
Why not get in touch at contact@thejargongroup.com to see how we can help your organisation make the most of newsjacking.