Newsjacking Versus News Releases

Earning media coverage by constantly pitching stories, including ones with flimsy news value, can seem depressingly hard and frustrating. Try newsjacking for a refreshing change.

Newsjacking allows you to hop on a trending topic with your own spin or comment, delivering your key message in a powerful, unfiltered way.

Newsjacking is a concept coined by David Meerman Scott for jumping on a trending topic with your own spin or comment. The advantage of newsjacking is that you are hopping onto a freight train already moving. The benefit of newsjacking is that your pile-on can be more message-centric.

In the media relations world, you need to jump through hoops to gain the attention of reporters, who receive hundreds of story pitches and treat many of them dismissively. All those hoops can obscure the main point you want to get across in your earned media attempt.

The 2013 Super Bowl blackout resulted in two of the best known consumer brand newsjackings. Oreo tweeted that people should use the blackout as a timeout to indulge a childish delight by pouring a glass of milk and dipping the popular cookie sandwich. Tide improvised with a tweet that said, "We can't get your #blackout, but we can get your stains out." Both were retweeted thousands of times at a value of millions of dollars in exposure. Their highest value, however, was in the targeted message they delivered at a time when people were listening.

Waiting around for major events to newsjack isn't a very productive media relations strategy, so you need to develop and pitch stories. But newsjacking should be an element in your plan – and an example of how to think of opportunities to drive your message, not just rack up column inches or blog references.

It's worth recalling that Scott also encourages marketers to create their own publishing platforms. To be effective, these platforms need constant content feeding. It is a perfect place for the media release the boss made you send, but will never see the light of day. And it is the perfect place to add more exciting content – including your newsjacking tweets or events –  that might appeal to reporters, bloggers and your own consumers.

Self-publishing platforms are a smart choice in an era when consumers have become their own content editors. You need to package your content so they can find what they want, but you can give them a lot of piles to search.

And your clever newsjacking will act as a neon sign for the media, online influencers and consumers as they seek you out online at your always open publishing platform.

This will be much more effective than trying to plug weak stories, me-too comments or non-news.