Newsjacking is a marketing tactic where brands leverage breaking news or trending events to insert themselves into public conversations in a timely and relevant way.
The goal is to gain visibility, engagement, and media attention by connecting a brand message to a story people are already paying attention to.
When done right, newsjacking can dramatically increase reach and brand awareness, but timing and sensitivity are critical.
What is Newsjacking?
Newsjacking involves monitoring real-time news, trends, or viral moments and quickly creating content that ties your brand to the topic.
This could be a social media post, blog article, PR pitch, or visual asset published while the story is still trending.
Example: A cybersecurity company publishing tips during a major data breach news story.
How Newsjacking Works
- Monitor trends ā Follow news outlets, social media trends, and industry updates.
- Act quickly ā Timing is crucial; delays reduce impact.
- Add value ā Provide insights, expertise, or useful commentary.
- Stay on-brand ā Ensure alignment with brand voice and values.
- Distribute smartly ā Share through social media, PR channels, or blogs.
Benefits of Newsjacking
- Increased visibility ā Ride the wave of trending conversations.
- Higher engagement ā Timely content attracts attention and shares.
- Media coverage ā Journalists often look for expert commentary.
- Thought leadership ā Positions brands as relevant and informed.
- Low cost, high impact ā Requires speed and creativity rather than large budgets.
Risks and Challenges of Newsjacking
- Insensitive timing ā Leveraging tragic or sensitive events can backfire.
- Brand misalignment ā Forced connections feel inauthentic.
- Short-lived impact ā Trends fade quickly.
- Reputation risk ā Poor judgment can damage trust.
Examples of Newsjacking
- Oreoās āDunk in the Darkā tweet during the Super Bowl blackout
- Tech brands commenting on major product launches
- Finance brands explaining market volatility during breaking economic news
Also, learn what is meant by shoppable content.
Best Practices for Newsjacking
- Focus on relevance over virality
- Add expert insight, not just humor
- Avoid political, tragic, or sensitive news unless qualified to comment
- Prepare pre-approved frameworks for faster execution
- Always consider brand safety
Key Takeaway
Newsjacking is about speed, relevance, and judgment. When brands add genuine value to trending conversations, they can capture attention and strengthen their position, but poor timing or tone can quickly do the opposite.
