Effective PR Newsjacking: Don’t make it an own goal

In a world where attention spans are short, there’s fierce competition and we live our lives out digitally – Newsjacking is fast becoming one of the most effective PR/Marketing tactics. But how can brands get it right?

What is Newsjacking?

Newsjacking is acting on a trending topic, cultural occasion or natural news. This could include reactive content, sharing opinion or doing a creative activity ‘IRL’. It’s about jumping on the opportunity to amplify the brand and support the overarching marketing strategy. Brands can spend millions on paid advertising and marketing, but a well-executed newsjacking can deliver just as well on brand education, awareness and affinity, and for a fraction of the price.

EARN IT. thinking

To get it right, you have to have an ultra-clear understanding of the brand and its communications strategy. Will this activity help drive awareness amongst our target audience? What does this say about the brand? As an agency we apply EARN IT. thinking to all our clients. This means we’re constantly looking at how we can keep your brand relevant in real-time, with a clear brand messaging and strategy as our north star.

Our EARN IT. thinking ensures your brand will travel authentically across press, social and digital platforms. This was essential in driving Meatless Farm’s growth, helping it become the fastest-growing in the category within two years. For example, when the European parliament were deciding whether plant-based sausages should be named plant-based ‘tubes’, within 24 hours we’d sourced some sausage dogs and taken them outside the House of Commons with mini placards showing slogans such as ‘Does that make me a tube dog?’. This fast, reactive idea garnered social media and national news traction. It enabled Meatless Farm to ride the waves of this trending topic in an on-brand, creative way.

The Guide to No Own-Goals

• Get culturally plugged in – Is the topic actually trending? Has it hit national media? Is it being talked about on social?
• Timing is everything – Don’t be late to the party 
• Brand knowledge – Make sure you understand the brand and what it’s trying to achieve (helps makes the process quicker too!)
• Connection is key – Is this activity going to connect with consumers, whether that’s through humour, shock, education or straight out love?

Newsjacking can help brands stay relevant and stand out from competitors but it needs to be executed with the right due diligence and understanding of the media and digital landscapes.

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