So now that you know what ‘newsjacking’ is, let’s learn how to do it. As we discussed in our article ‘Newsjacking: How to Steal A Ride on Other People’s News’ it is an upcoming marketing and public relations trend where companies are using breaking news stories to showcase their brand or company. There is a definite art to newsjacking, and the key to doing it successfully is thinking and acting fast.

Step 1: Set Up Alerts

Stories are not going to fall into your lap. To find stories to newsjack you have to constantly monitor the news. Now, you could spend an entire day refreshing news.com.au or you could use technology to make monitoring easier and less time consuming. Set up an RSS feed that includes major news outlets as well as industry publications that will alert you to both natural and out-of-the-box opportunities. And don’t forget about utilising social media, particularly Twitter. Use Twitter hash tags to see what is trending and go from there.

Step 2: Check Keyword Search Volume

Once you’ve found a story you’d like to newsjack, you’ll need to create some content around it. Before you get to writing, take a few moments to research the volume around variations of the keyword phrase you’d like to target. Yes, Google’s algorithm will reward you for writing about a news item first, but wouldn’t you like to get that extra little organic boost because you chose to target a variation of your keyword phrase with a higher search volume? Keep this in mind when creating and optimizing your content. We can help you prepare this background. Ask us how.   

Step 3: Read about your topic

As tempting as it is to dive in and start writing about your topic, it’s important to know what has already been put out there. Using the Kate Winslet example from our previous article, if the London Fire Brigade had offered Kate Winslet their fire training lessons a few hours after another group did the exact same thing, they’d look foolish and behind the times, not to mention their effort would be wasted. Find the primary source, gauge what others have written and get a firm grasp on the story before you proceed with the actual newsjacking.

Step 4: Write Quickly, But Accurately

Now that you have a good understanding of the breaking story you’re going to newsjack, get to writing… and do it fast!  Producing company content is usually not a super fast-paced task. You might usually like to play around with wording and test out different formats to see what looks the most appealing. Newsjacking is not the right time to bring out your inner perfectionist – you want to be the first one to respond to the news story! Ensure that your content is accurate, get it proofread by a trusted colleague, or ask a company like ours to get it as right as possible and as quick as possible. If your newsjacking is more along the lines of a photo opportunity, such as the Oakley Radar sunglasses example, get in contact with the right people as soon as possible.

Step 5: Differentiate Yourself

Be sure to inject your own unique and interesting angle when you’re newsjacking. Ask yourself what makes the story relevant to your audience? What is it that your company can bring to the story that adds value and keeps it newsworthy? And don’t worry if you’re a tad late to the game and someone has already covered your angle, that doesn’t mean that you can’t write it better… Remember the Harlem Shake craze? What a golden opportunity for companies and organisations to gain free exposure! It didn’t matter that everyone was doing it, the videos that made it viral where simply the ones who did it the best.

Step 6: Get the Word Out

The last step to a successful newsjacking is actually marketing your marketing. While you might get some natural traction from organic search, that alone won’t give you the power punch you wanted that made you newsjack in the first place. Let people know about your spin on the story! Share your content on your social media networks, such as Facebook, Instagram and Twitter to extend its reach. Connect with journalists who can help you get the word out – they will likely appreciate a unique story, and if you’ve created something truly incredible you can bet they’re going to give your newsjacking some coverage!

If you need help with your Newsjacking, just ask us.