Newsjacking, a term coined by marketing expert David Meerman Scott, is the process of injecting your brand into breaking news stories to generate media coverage. Think of it as hijacking the news—not in a negative way, but by creatively adding your voice to the conversation.
Whether it’s a company like Oreo tweeting during the Super Bowl blackout or brands joining in on conversations around pop culture moments, newsjacking done right can elevate your company from “just another business” to a brand that’s seen as relevant and dynamic.
But newsjacking isn’t about hopping on any news story. The trick is to identify the stories that align with your brand’s voice and values. For instance, if you run a sustainability-focused business, commenting on a major environmental report makes sense.
If you sell sports equipment, tying into global sports events or athlete milestones could work for you. You don’t have to reinvent the wheel—just show up at the right place, at the right time, with something meaningful to say.
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The Shift from Traditional PR to Real-Time PR
PR has traditionally been about sending out press releases, arranging interviews, and getting coverage in key publications. But the rise of digital media has dramatically changed the game. Today, it’s about real-time engagement. People expect instant responses, and news cycles are shorter than ever. Traditional PR tactics still have their place, but brands need to be agile, responsive, and ready to jump on opportunities as they arise.
Brands that react quickly and thoughtfully to relevant stories are the ones that get noticed. But it’s not just about speed—substance matters too. Your response needs to add value to the conversation. If all you’re doing is repeating what’s already been said, you’re going to be ignored. The key is to offer fresh perspectives, insights, or humour (when appropriate). You want people to talk about your brand because it brings something new to the table—not just because you’re riding the coattails of a news event.
How to Spot a Newsjacking Opportunity
Monitor the News Like a Hawk
The first step is keeping an eye on what’s happening. Set up Google Alerts for keywords relevant to your industry. Follow the right accounts on Twitter and LinkedIn. Have a dedicated team member (or use tools) to stay on top of emerging trends. The sooner you’re aware of the story, the better your chances of riding the wave before it breaks.Act Fast, But Don’t Rush
Timing is critical. If you wait too long, the news cycle will move on, and so will the public’s interest. But that doesn’t mean you should rush out a half-baked statement. Newsjacking is a balancing act: speed and quality. Make sure your response is well-thought-out, aligns with your brand’s message, and offers something of value. This could be a unique take, a solution to a problem raised in the news, or even a bit of levity.Tailor Your Message to the Medium
A tweet isn’t the same as a blog post or a press release. Adapt your message based on where you’re posting it. For Twitter, punchy, concise comments work well. If you’re writing a blog post, dive deeper into the topic. Share your thoughts on how it affects your industry, what people should be aware of, and how your brand fits into the picture. You can also tie newsjacking into a broader campaign across multiple platforms to maximise reach.
Avoiding the Pitfalls of Newsjacking
Like any powerful tool, newsjacking comes with risks. One wrong move, and you could face backlash rather than positive attention. The worst thing you can do is jump on a sensitive story just for attention.
Don’t Be Opportunistic
Remember when Kendall Jenner appeared in that tone-deaf Pepsi ad that tried to co-opt social justice movements? That’s a prime example of how not to newsjack. Make sure you aren’t trivialising important issues or coming across as tone-deaf. If you’re not sure how your message will be received, it’s better to stay out of it.Stay True to Your Brand
Just because a story is trending doesn’t mean it’s right for you. Stick to what your brand represents. If the news story doesn’t align with your core values, don’t force it. You don’t want to confuse your audience or dilute your brand message just to jump on a trend.Don’t Be Part of the Noise
There’s a fine line between being part of the conversation and adding to the noise. Every brand is competing for attention, so if you’re not bringing something genuinely valuable to the table, your message is likely to get lost. Aim for quality over quantity.
PR Beyond Newsjacking: Building Lasting Media Relationships
While newsjacking can generate a burst of media attention, it’s not a long-term strategy on its own. Successful public relations requires building relationships with journalists, influencers, and your audience. Think of newsjacking as one tool in a broader PR strategy that focuses on consistent, meaningful engagement with your target audience.
Here are some additional PR tips to keep your brand in the spotlight beyond the short-term success of a newsjacking campaign:
Become a Trusted Source
Journalists and editors are always looking for reliable sources of information. If you consistently offer expert insights and valuable information, you’ll become a go-to contact when they need a quote or expert opinion. This can be achieved by building a PR strategy around thought leadership—speaking at events, writing op-eds, or offering expert commentary on key issues in your industry.Engage With the Right Outlets
Focus on the publications and media outlets that matter most to your audience. Rather than aiming for blanket coverage, build relationships with journalists in your niche. This targeted approach is far more effective for long-term visibility and credibility.Leverage Social Proof
If your brand has been featured in reputable publications, use that coverage to boost your credibility. Mention media appearances in your marketing, share articles where you’re quoted, and make sure your audience knows you’re a trusted voice in the industry.
The Role of Crisis Communications
While newsjacking can give your brand a boost, it can also backfire if not handled properly. This is where crisis communications come in. Every business should have a crisis communications plan in place to deal with any negative fallout from a failed newsjacking attempt. Here’s how to handle it:
Acknowledge the Mistake
If your newsjacking attempt doesn’t go down well, own up to it. Brands that refuse to admit mistakes often end up looking worse. A simple, honest apology can go a long way in repairing the damage.Stay Calm Under Pressure
The worst thing you can do in a PR crisis is to react emotionally. Take the time to assess the situation, listen to feedback, and respond thoughtfully. Often, the way you handle a crisis will have a bigger impact than the crisis itself.Learn and Adapt
Mistakes happen. What matters is that you learn from them. Analyse what went wrong, adjust your strategy, and move forward with the lessons learned.
Looking Ahead: The Future of Newsjacking and PR
As digital platforms evolve, the way brands engage with news stories will continue to change. But the fundamentals of public relations remain the same—building trust, offering value, and staying authentic.
One of the biggest trends we’re seeing is the rise of micro-newsjacking. Instead of waiting for major headlines, brands are focusing on smaller, niche stories that resonate more directly with their target audience. By staying agile and responsive to these smaller stories, brands can build deeper connections with their audience without the risks that come with large-scale newsjacking.
Additionally, as AI and automation tools become more sophisticated, monitoring the news for potential opportunities will become easier and faster. But even with these technological advancements, the human touch will always be essential. After all, effective PR isn’t just about jumping on trends—it’s about knowing your audience, understanding the cultural landscape, and responding in a way that feels genuine and thoughtful.
Newsjacking is one of the most powerful tools in a brand’s PR arsenal. When used correctly, it can generate instant buzz, increase brand visibility, and position your company as a leader in your industry. But like all tools, it requires careful handling. Stick to your brand’s values, offer meaningful contributions to the conversation, and always be prepared to adapt to the shifting media landscape.Are you ready to ride the next big wave and take your brand to new heights?
