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E-book

Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage

ISBN: 978-1-118-25231-4
64 pages
November 2011
Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage (1118252314) cover image
IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION.

The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to.  Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.

Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends.

In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news.

Newsjacking will provide you with:

  • Tools that you can use to monitor the news
  • Case studies and examples that demonstrate how to strike at the right time
  • Information on how to make your content available online for journalists to find
  • The potential risks of newsjacking
  • Keys to developing the real-time mindset required to succeed with the strategies presented in the book

Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.

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The Rules Have Changed vii

1 From Random Occurrences a Method Emerges 1

2 Why Real-Time Journalism Needs Newsjackers 3

3 The Newsjacker’s Goal: Own the Second Paragraph 6

4 How to Find Your Own News, Jack 10

Tracking People You Know 10

Monitoring Keywords and Phrases 11

Twitter: The Newsjacker’s Essential Tool 12

5 Then Again, It May Just Fall into Your Lap 13

6 Ka-Ching: CEO Bags a Cool Million with a Single
Blog Post 15

7 Become the Go-To Gal (or Guy) in Your Industry 18

Comment on Regulatory Change in Your Industry 19

React to Your Competitor’s Announcement with a Media Alert 20

8 Getting the Mandate to Communicate 21

9 How to Board the Media Bus in Real Time 23

Blog It and Put It on Your Website 23

Media Alerts in Real Time 24

Harness the Power of the Podium 25

Live-Stream It 25

Link Your Message to Existing Content Via Comments 26

Knock on Doors the Media Have Created 26

Tweet Journalists Direct 27

A Pitch in Time Scores Nine 27

10 Be Careful Out There 28

11 Meet the Master Newsjacker: Larry Flynt 31

12 Jack Be Nimble, Jack Be Quick 34

13 Now It’s Your Turn 36

Acknowledgments 38

About the Author 39

Have David Meerman Scott Speak at Your Next Event 41

Also by David Meerman Scott 42

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November 14, 2011
Newsjacking!

Bestselling Author David Meerman Scott Shows How to Inject Ideas Into News Stories and Generate Tons of Media Coverage in New Book  


The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to.  Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.

In this 24/7/365, second-by-second news environment, the most powerful way savvy businesses, organizations and individuals and can input themselves into national stories and generate media attention for themselves is by newsjacking their way in.

Bestselling author and marketing and PR strategist, David Meerman Scott describes the process of this media takeover in his new book Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage (Wiley; November 2011; e-book; 978-1-118-25231-4; $9.99). His latest book offers a quick and punchy read that prepares readers to launch their businesses ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news.

Newsjacking is the process of injecting ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business and creates a level playing field. Literally anyone can newsjack but, that new level favors players who are observant, quick to react, and skilled at communicating.

“Newsjacking is a powerful tool that can be used to draft off news momentum to benefit your organization,” says Scott. “It’s about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.”

Newsjacking provides readers with:

  • Tools to use to monitor the news
  • Case studies and examples that demonstrate how to strike at the right time
  • Information on how to make your content available online for journalists to find
  • The pitfalls to avoid when using this technique
  • Keys to developing the real-time mindset required to succeed with the strategies presented in the book

The e-book also brings readers the opportunity to learn by example from real-life, real-time stories of newsjacking success that illustrates fundamental principles and pitfalls. With links directing readers to the example news articles referenced, readers will meet the masters of modern newsjacking - a surprising group rife with colorful characters.

Examples include those from various and diverse organizations, such as:

  • Wynn Resorts Ltd.’s newsjack of Paris Hilton’s Las Vegas arrest
  • Texas Governor Rick Perry’s newsjack of the Ames Iowa Straw Poll
  • Oakley’s Sunglasses’ newsjack of the rescue of 33 Chilean miners

“This book teaches you how to newsjack. It’s a guide to gaining attention by harnessing the wind,” adds Scott. “At the very least, having a detailed awareness of these techniques can help ensure that you or your organization does not become prey to unscrupulous ’newsjackals.’”

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