Chapter 1
The Art of Seizing the Media Spotlight in Real-Time
Ever wondered how some brands manage to dominate headlines during major events without spending a fortune on advertising? When the Chilean miners were rescued after 69 days underground in 2010, one of the first things people noticed was that all 33 miners wore Oakley sunglasses as they emerged into the sunlight. This single act of providing rescue glasses generated an estimated $41 million in media exposure for Oakley. Similarly, when Rick Perry announced his presidential candidacy from South Carolina during Iowa's Ames Straw Poll, he hijacked media attention from the actual event, appearing in over 8,000 news stories without setting foot in Iowa. Welcome to the world of newsjacking-a revolutionary approach to public relations that's reshaping how organizations gain visibility in our 24/7 news environment.
David Meerman Scott's "Newsjacking" has become required reading in marketing departments worldwide, with Fortune 500 companies implementing its strategies alongside nimble startups. The book has been praised by marketing legend Seth Godin as "the definitive guide to real-time opportunity" and has influenced PR strategies across industries. Its cultural impact extends beyond marketing circles-journalism schools now teach students how to recognize and respond to newsjacking attempts, acknowledging how profoundly this practice has transformed the media landscape.
Chapter 2
How Real-Time News Created a PR Revolution
The traditional public relations model is dead. In the past, companies would craft press releases, send them through established channels, and wait for coverage. That methodical, controlled approach has been rendered obsolete by the 24/7 news cycle and real-time web. Today's media environment moves at lightning speed, creating both challenges and unprecedented opportunities for those quick enough to capitalize on breaking news.
Newsjacking-the practice of injecting your ideas into breaking news stories to generate media coverage for yourself or business-has emerged as a systematic approach only recently. While opportunistic publicists with press contacts could occasionally insert themselves into stories in the past, those opportunities were rare and limited to media insiders. The real-time web has democratized this process, creating a level playing field where speed trumps size.
Consider how Wynn Resorts generated thousands of news stories after Paris Hilton's cocaine arrest in 2010. When the hotel announced they had barred Hilton from their properties, this tangential angle became part of the coverage in 5,286 news stories. The newsjack cost nothing but generated millions in publicity value. This approach works regardless of organization size-from global corporations to tiny startups, nonprofits, political campaigns, and even individuals.
The technique's power comes from understanding how modern journalism operates. Newsrooms have been gutted by budget cuts, leaving journalists desperately searching for fresh angles and expert sources under intense deadline pressure. When news breaks, reporters immediately scan online sources and social media for keywords related to the story. If you can provide valuable perspective in real-time, you stand an excellent chance of being included in their coverage.
Even if you never plan to newsjack yourself, understanding the technique is crucial defensive knowledge. Someone may use it against you or your organization, and recognizing what's happening is the first step toward an effective response.
Chapter 3
The Second Paragraph: Your Gateway to Media Coverage
When breaking news hits, journalists face a fundamental challenge. The basic facts-who, what, when, where-are readily available and quickly form the first paragraph of every story. But the "why" and "what it means" needed for the second paragraph prove much more difficult to obtain. This creates the perfect opportunity for newsjackers who can provide context, analysis, and expert perspective.
By reacting quickly with credible content featuring trending keywords, you position yourself as the go-to source for that crucial second paragraph. The London Fire Brigade demonstrated this brilliantly after Richard Branson's Necker Island fire in 2011. When actress Kate Winslet rescued Branson's 90-year-old mother from the blaze, the LFB immediately posted on their website offering Winslet honorary firefighter training. This clever angle generated worldwide coverage and spread their fire safety messages more effectively than any expensive advertising campaign could have achieved.
The mechanics of this process are straightforward but require speed and preparation. When news breaks, journalists frantically search Google and social media for additional information and expert perspectives. Your job is to instantly recognize the opportunity, craft a relevant angle, and get it online where journalists will find it during those critical first hours of reporting.
This technique works particularly well for subject matter experts who can provide informed commentary on breaking news related to their field. When the FCC was discussing "bill shock" regulations for mobile carriers, Jeff Barak of Amdocs quickly posted a blog arguing that phone companies already had incentives to prevent customer surprises. This timely commentary was discovered by journalists through Google Alerts, resulting in coverage in industry publications and establishing an ongoing relationship with those reporters.
The beauty of the second paragraph strategy is that it doesn't require massive resources or insider connections-just speed, relevance, and insight. By understanding what journalists need in those critical moments after a story breaks, you can position yourself as the perfect solution to their second paragraph problem.
Chapter 4
Building Your Real-Time News Monitoring System
Successful newsjacking requires establishing comprehensive monitoring systems that keep you instantly informed about relevant news developments. This involves tracking both your immediate business sphere and the wider national/global news landscape.
Start by identifying all voices covering your business-trade journals, securities analysts, overseas content, online forums, and relevant bloggers. Use search engines to find these sources using keywords related to your company, competitors, products, and industry buzzwords. Then monitor them in real-time using RSS feeds through tools like Feedly or other feed readers, which update whenever sites change. This allows you to comment immediately when appropriate topics arise.
Next, create a comprehensive list of search terms relevant to your business and set up news alerts using services like Google Alerts to notify you when these terms appear online. Include industry terms, competitors, customers, products, and buzzwords. Refine your searches using Boolean operators (AND, OR, NOT) to filter results. Large organizations should consider hiring library science professionals to craft effective search strategies, but everyone should regularly tweak their search terms for optimal results.
Twitter has become indispensable for newsjackers, serving as both a source of breaking news and a channel to reach media in real-time. Follow key sources on Twitter and monitor search terms using tools like TweetDeck or HootSuite. The vital link between newsjackers and journalists is the Twitter hashtag, which creates focal points for discussions about specific topics. If you can post a compelling statement adding new dimension to a breaking story, journalists may contact you instantly-the first critical step to a successful newsjack.
Despite your best monitoring efforts, perfect newsjacking opportunities sometimes simply fall into your lap through serendipity. Many of the best examples result from inspired improvisation and a real-time mindset. You can open yourself to serendipity by scanning Google News headlines regularly, reading newspapers with a critical eye, exploring unfamiliar places, talking with strangers at conferences, and asking open-ended questions. The critical skill is recognizing good fortune when it arrives-and acting fast to capitalize on it.
Remember that your monitoring system should be tailored to your specific industry and goals. A financial services company might focus on regulatory changes and economic indicators, while a consumer brand might track cultural trends and celebrity news. The key is building a system that alerts you to relevant opportunities without overwhelming you with noise.
Chapter 5
Turning Quick Reactions into Tangible Business Results
Newsjacking isn't just about generating media mentions-it can deliver substantial business results when executed properly. When Eloqua CEO Joe Payne learned that competitor Market2Lead was being acquired by Oracle, he immediately recognized a newsjacking opportunity. In his blog post "Oracle Joins the Party," Payne took a statesmanlike approach, discussing what the acquisition meant for the industry rather than criticizing competitors.
By posting quickly, he ensured journalists had his perspective available while writing their stories. Nearly every news story quoted Payne's blog as if they had interviewed him directly. The media coverage appeared in Bloomberg Businessweek, InfoWorld, and many other publications. Eloqua also contacted Market2Lead clients, alerting them to Payne's insights. Within two weeks, Eloqua closed deals worth nearly $1 million in new business directly attributable to this single blog post. The content continues generating value years later as anyone researching the transaction finds Eloqua prominently featured in search results.
This example demonstrates how newsjacking can directly impact revenue when properly aligned with business objectives. The key elements that made Payne's approach successful were:
1. Speed - He published his perspective before journalists had finished their stories
2. Relevance - He addressed exactly what the acquisition meant for the industry
3. Professionalism - His statesmanlike tone enhanced his credibility
4. Strategic follow-up - Eloqua contacted affected customers directly
5. Long-term value - The content continues generating leads years later
Similarly, when Richard Harrison of SMTP.com learned Amazon was entering the email delivery market, he immediately issued a media alert welcoming Amazon to the space. This quick action earned him a call from ClickZ, resulting in featured coverage about the competitive implications. This example demonstrates that newsjacking works especially well for B2B companies in niche markets, where it's often easier to stand out than in consumer markets.
The ROI potential of newsjacking is remarkable-with a single hour's work, many practitioners generate more media attention than a whole year's return on a substantial PR budget. While not every attempt will succeed, the minimal investment required makes it worth pursuing opportunities consistently.
Chapter 6
Becoming the Go-To Expert in Your Field
Journalists repeatedly quote the same industry experts because it's quick, easy, and safe. This creates an opportunity for aspiring newsjackers who can provide informed, insightful commentary on industry issues. To build your reputation as an authoritative source, you must be consistently available, knowledgeable, and fast to respond.
Regulatory changes provide perfect newsjacking opportunities. When new rules affect your industry, journalists need expert perspectives on the implications. By quickly publishing your analysis online with appropriate keywords, you position yourself as a valuable resource. Over time, reporters begin to recognize your name and may contact you directly when related stories develop.
Industry events and competitor announcements also create openings. When major conferences occur or competitors make significant announcements, journalists covering these stories need balanced perspectives from multiple sources. By offering thoughtful analysis rather than dismissive criticism, you demonstrate professionalism while still gaining valuable media exposure.
The key to becoming a go-to expert is consistency. A single successful newsjack might generate temporary attention, but regularly providing valuable insights builds lasting relationships with journalists. Each time you're quoted, your credibility grows, making reporters more likely to seek your perspective on future stories.
This approach is particularly valuable for professionals in specialized fields where mainstream journalists may lack deep subject matter expertise. When technical topics suddenly become newsworthy-like cybersecurity after a major data breach or supply chain management during shipping disruptions-reporters desperately need experts who can explain complex concepts in accessible language.
Over time, this positioning can transform your professional standing. Rather than constantly pitching media for coverage, you become the person journalists call when they need expert commentary. This reversal of the traditional PR dynamic represents the ultimate success in newsjacking-moving from chasing coverage to being actively sought out by media.
Chapter 7
Breaking Through Corporate Bureaucracy
Large corporations face significant challenges when attempting to newsjack because their communication processes are typically slow and bureaucratic. Every message must be approved through multiple departments and managers, making real-time response nearly impossible. Legal reviews, brand compliance checks, and executive sign-offs can stretch simple communications into days-long processes. For example, when a major airline experiences a PR crisis, competitors with streamlined approval processes can respond within hours, while more bureaucratic organizations might take days to craft an official response.
The corporations that will thrive in the new media environment are those that empower frontline staff to use their judgment and respond quickly without waiting for approval. Companies like IBM and Dell have successfully implemented rapid response teams that can engage with breaking news within minutes, not days. These organizations recognize that the traditional approval pyramid must be flattened for effective real-time marketing.
Creating a formal mandate-signed by senior management, PR, and legal departments-gives select employees the freedom to write blog posts or send media alerts when opportunities arise, even during off-hours. This mandate should be comprehensive yet flexible, providing clear guidelines while allowing for quick decision-making. Companies like Oreo demonstrated the power of this approach during the 2013 Super Bowl blackout, when their social media team created and published a viral ad within minutes.
The mandate should clearly define:
1. Who is authorized to speak publicly without additional approval (typically including social media managers, PR directors, and senior communications staff)
2. Which topics they can address independently (usually industry trends, product updates, and non-controversial current events)
3. What general messaging guidelines they should follow (including tone, brand voice, and key messaging pillars)
4. When they should alert leadership about their actions (especially for sensitive topics or high-visibility opportunities)
5. How to handle potential controversy or negative feedback (including escalation procedures and response protocols)
This approach requires trust and careful selection of spokespeople, but the alternative-missing every real-time opportunity due to approval delays-is increasingly untenable in today's media environment. Organizations must balance risk management with the need for speed. Companies like Adobe and Microsoft have successfully implemented training programs that help authorized staff understand boundaries while building confidence in their decision-making abilities.
Some companies have successfully implemented a tiered approach, where certain pre-approved topics can be addressed immediately by designated team members, while more sensitive areas still require traditional approval processes. For instance, a technology company might allow immediate responses to product updates or industry news but require approval for comments on regulatory issues or competitor actions. This hybrid model allows organizations to capture some newsjacking opportunities while maintaining appropriate controls around controversial subjects.
The most successful companies treat their communications teams like firefighters-highly trained professionals who follow established protocols but are trusted to make independent decisions when circumstances demand immediate action. Companies like Zappos and Netflix have built their communications success on this model of trusted autonomy. Just as you wouldn't expect firefighters to wait for headquarters approval before entering a burning building, your communications team needs autonomy to respond when news breaks. Regular training, clear guidelines, and post-action reviews help maintain quality while enabling the speed necessary for effective newsjacking.
Chapter 8
Tactical Approaches to Reach Journalists in Real-Time
When you spot a newsjacking opportunity, you need effective techniques to get your message to reporters quickly. These fall into two categories: making your content discoverable when media search online, or directly pushing your message to journalists.
Blogging provides an excellent platform for newsjacking. Journalists researching fast-moving stories often search expert blogs and corporate media rooms first. The key is posting content immediately-not tomorrow, not this afternoon, but now. Use clear headlines and appropriate keywords so your content appears in Google searches. After posting, promote your content through Twitter, comment on existing stories with links to your post, and alert relevant journalists directly.
Media alerts offer another effective approach. These provide reporters with specific information as they cover current topics. Post these in your online media room and distribute through services like PR Newswire or Business Wire to ensure wide exposure. Both your website alert and the distributed version will be indexed by search engines in real-time, making them discoverable when journalists search for information.
Speaking engagements create perfect opportunities to comment on topical issues. By including references to current events in speeches, executives can insert themselves into stories that wouldn't otherwise mention them. The podium creates a dateline-a specific time and place that reporters can cite, giving legitimacy to your comments even at smaller venues.
Live-streaming video allows you to hold virtual news conferences that reach reporters and bloggers who can't attend in person. Services like YouTube Live make it easy to broadcast in real-time, and you can take questions via Twitter or instant messaging. Despite their value for reaching media in real-time, live-streaming news feeds remain surprisingly underutilized.
Comment sections on news stories provide another entry point. Use these channels to engage reporters, pointing out overlooked facets of the story-along with a link to your own blog or website. If your contribution offers real value, the reporter may follow up. You can also write a blog post that adds to a specific story, then link to it using the names of both the reporter and the publication. Savvy reporters use Google Alerts to track mentions of their names and publications.
Twitter has become an essential direct channel to journalists. Most reporters include their Twitter ID at the beginning or end of a story. Offer a one-sentence take on their recently filed stories or point them to your blog post. You may get lucky and a reporter responds right away asking to schedule an interview.
Chapter 9
Maintaining Ethics and Reputation While Newsjacking
To succeed at newsjacking-or fend one off-you must be prepared to act within the hour, day, night, or weekend. This entails risk, especially when tired or after a few drinks. You need to balance speed with appropriate tone. When newsjacking for business, follow four essential rules: be dignified and statesmanlike; be upbeat and positive, never mean; write articulate text without jargon or shorthand; and don't get too cute-especially around human suffering.
Kenneth Cole learned this lesson the hard way when he attempted to insert his footwear brand into the 2011 Egyptian revolution with an insensitive tweet using the #Cairo hashtag: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online." The backlash was immediate, with thousands of scathing comments and a significant drop in the brand's reputation metrics. Similarly, Ragu pasta sauce offended parenting blogger C.C. Chapman with a campaign stereotyping fathers as poor cooks, generating hundreds of negative comments.
The most dangerous newsjacking attempts involve tragedies and disasters. While these events generate massive media coverage, attempting to capitalize on human suffering almost always backfires. After Hurricane Sandy devastated the East Coast in 2012, American Apparel offered a "Sandy Sale" for people "bored during the storm," prompting immediate condemnation. By contrast, Duracell earned praise for deploying mobile charging stations in affected areas-providing genuine help while gaining positive exposure.
Some practitioners deliberately court controversy as part of their brand strategy. Hustler publisher Larry Flynt has mastered controversial newsjacking, from donating $50,000 to Wikileaks' Defense Fund to offering Congressman Anthony Weiner a job after his sexting scandal. Flynt selects news stories based on two themes: supporting free speech and exposing hypocrisy-particularly among politicians whose family values rhetoric masks personal indiscretions. While effective for his brand, this approach would be disastrous for most businesses.
The key to ethical newsjacking is adding genuine value to the conversation rather than merely exploiting it. When Lowe's announced that 500 truckloads of emergency supplies had been sent to its East Coast stores before Hurricane Irene, this information was included in news coverage because it provided useful information to affected communities while also benefiting the company's image.
Remember that newsjacking creates a permanent digital record of your response. Before hitting "publish," ask yourself how your content might appear if scrutinized months or years later. Would you be proud to have it associated with your brand, or might it come back to haunt you?
Chapter 10
Transforming Your Communication Strategy for the Real-Time Era
Newsjacking represents more than just a tactical PR technique-it requires a fundamental shift in how organizations approach communication. The traditional model of carefully crafted messages passing through multiple approval layers simply cannot function in a real-time environment. To succeed, organizations must develop new capabilities, mindsets, and processes.
The first step is recognizing that speed now trumps perfection. In the newsjacking world, a good response delivered immediately outperforms a perfect response delivered too late. This doesn't mean abandoning quality standards, but rather adjusting expectations to prioritize timeliness when opportunities arise. Organizations must develop streamlined approval processes specifically designed for real-time situations.
Next, companies must invest in developing real-time content creation skills. Traditional marketing departments often excel at producing polished campaigns over weeks or months but struggle with immediate content creation. Building a team capable of quickly producing blog posts, social media updates, and media statements requires different talent and training than traditional marketing roles.
Data monitoring capabilities are equally crucial. Organizations need systems that alert them to relevant news and trends as they emerge, not hours or days later. This means investing in appropriate monitoring tools and training staff to recognize valuable opportunities amid the noise of daily news.
Perhaps most importantly, companies need to cultivate a real-time mindset throughout their organization. This means empowering employees to identify potential newsjacking opportunities and establishing clear protocols for escalating them to the appropriate team. When everyone understands the value of speed and relevance, the entire organization becomes more responsive.
The rewards for making this transformation can be substantial. Companies that master real-time communication gain disproportionate visibility, establish thought leadership positions, and build stronger relationships with media. They're also better positioned to respond effectively during crises, when real-time communication becomes not just advantageous but essential.
As media continues evolving toward ever-faster news cycles, the gap between real-time communicators and traditional organizations will only widen. Those who adapt will thrive in this environment, while those who cling to outdated processes will find themselves increasingly irrelevant in the public conversation.
The good news is that newsjacking doesn't require massive budgets or established media connections-just preparation, speed, and insight. Organizations of any size can implement these principles and compete effectively for media attention in ways that were impossible under traditional PR models. The playing field has been leveled, creating unprecedented opportunities for those bold enough to seize them.
