Newsjacking Basics: Capturing Media Opportunities and Get Found in AI

Want to know the cure to get a story newsjacked? Whether you have read the new book “Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage” by David Meerman Scott, the term and topic of newsjacking have been all the rage lately.

Read on to discover the basics of newsjacking and how to turn your story into a social media phenomenon, leading to engagement, buzz, credibility, and SEO benefits.

Definition of Newsjacking?

Newsjacking is the practice of capitalizing on the popularity of a news story to boost visibility for your brand, blog, or website.
The term was popularized by David Meerman Scott’s book. When breaking news hits, journalists scramble for fresh insights and new angles. If your business is quick and clever enough, you can become part of the story—earning media coverage and authority.

My Favorite Newsjacking Examples

Gaps “Better in Denim” With KATSEYE response to the Sydney Sweeney “Great Jeans” Campaig

Gap brilliantly launched a better in Denim Campaign that featured an ethnically diverse cast of women, focusing on different cultures and denim styles in response to AE’s very white ad that played on the “great genes” concept of blue-eyed white beauties.

Oreo – “You Can Still Dunk in the Dark” (2013 Super Bowl Blackout)

When the lights went out during the Super Bowl, Oreo tweeted an image with the caption “You can still dunk in the dark.”

NASA & #TheDress

When the internet debated whether a dress was blue/black or white/gold, NASA explained the science of color perception and lighting.

Pepsi & Kendall Jenner Backlash (2017)

While controversial, many smaller brands newsjacked Pepsi’s poorly received ad by offering lighthearted alternatives (“If Pepsi won’t unite the world, maybe coffee will”).

Why Newsjacking Works

Different from Traditional PR

Traditional PR involves pitching your story to the media. Newsjacking flips that—your business injects itself into stories that journalists are already writing.
This makes it faster, more relevant, and more likely to be picked up.

“Owning the Second Paragraph”

As David Meerman Scott explains, journalists present the basic facts in paragraph one, but they need expert insights or alternative perspectives for paragraph two. Newsjacking is about being that go-to source.

Benefits of Newsjacking

Increased media visibility and brand awareness
Faster exposure compared to traditional PR
High-quality backlinks and SEO gains
Positioning as an industry thought leader

How to Start Newsjacking

Publish Quickly!

Start blogging your articles immediately on breaking news topcs. Blogging is a great way to establish trust and authority around your personal or professional brand. Since journalists may be turning to your blog already looking for information, having a credible piece of digital real estate can be a major boost. Make sure to blog continuously with unique and compelling content. In addition, be sure to leverage the power of keywords – every article you write should contain keywords and phrases that journalists will be looking for when writing their spin on a breaking news story!

Share Your “Newsjacking Blog” on Social Media OR Use Social Media as Your Platform to be Creative and Tell the Story.

Journalists actively monitor social channels like X (Twitter), Reddit, and LinkedIn.

- Use trending hashtags.
- Tag relevant reporters (@username).
- Share fresh, insightful takes, not just summaries

Move Fast

You have hours not days to get found by journalists

Why Newsjacking Valuable for SEO and AI Search Optimization (AIO)?

If your story gets newsjacked, you can gain tremendous pickup from a lot of credible sources. If it is an industry-related breaking story, you can tap into a ton of industry sources, giving your brand fantastic visibility, excellent trust, and both inbound lead generation, as well as credible, trustworthy backlinks that search engines love.

Remember, in today’s non-stop world of blogging, real-time social media, and constant streaming of news, we can all reap the benefits of media companies – so realize that you DO have the capability of newsjacking! Think clever, understand what kind of content journalists are going to be looking for, be fast out of the gate, and reap the countless rewards you could achieve if your story gets newsjacked!

Find out how to improve your newsjacking skills today by meeting with our team of marketing experts today!

>>> Call Mannix Marketing at 518-743-9424 to get started or use our form here.

We’ll help optimize your social media profiles, and start generating higher publicity around your company’s website!

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