In previous posts and interviews I’ve mentioned Newsjacking and one of the questions I get asked about Newsjacking is “How long have you been using Newsjacking?”
I’ve actually been newsjacking for years (although I’d never heard it called that until a few years ago): in fact I probably started before the term was coined.
I guess my first real big newsjacking story was in November 1989 .. I was in Berlin the night the wall came down and was suddenly my local BBC radio station’s “Man in Berlin”
… and the interviews went on for weeks.
10 years later I was back in Berlin when my girlfriend and I were stopped on the street by a US TV station (ABC) and we were interviewed about the wall once again.
Since then I’ve spotted stories every week for clients and my own business. Sometimes, as recently, it has been a local news story for a client to respond to … other times it has been a national story for a national client.
The image at the top of this post is the result of a newsjacked story. London Metropolitan University were recently in the national news when the UK border Agency threatened to deport 2700 of their students. One of my clients offered support to the students and the story got in the media. The fact the London Met story was headline news for days consequentially had an effect on my client’s positive profile.
My other technique (not newsjacking) is to ensure the media call me or my clients as the authority on a list of topics (I’ve just had an enquiry tonight abut the use of free gifts as a marketing strategy .. a few weeks ago I did a piece for the BBC on the proposal to change cigarette packs and before that it was about the impact the Olympics had on business and how marketing fitted in to this. There are some really simple techniques you can use to get the media to keep calling and it is easier than chasing them!
Newsjacking really is one of the simplest marketing tools ever invented .. and I include it in every marketing or PR plan I devise. Clients love it.
Interestingly the inventor of Newsjacking, David Meerman Scott, has commented in the comments below – I recommend his book. Thanks David.
For more on Newsjacking see …
Using Newsjacking as a Marketing and PR tool
Top PR Techniques: Newsjacking