What will I learn about: how to hijack breaking headlines to generate massive media coverage for your brand without needing a large advertising budget?

Discover how to hijack breaking headlines to generate massive media coverage for your brand without needing a large advertising budget.

What will I learn about: why your main goal should be the second paragraph of a news story by quickly providing pressured journalists with the broader context they desperately need?

Understand why your main goal should be the second paragraph of a news story by quickly providing pressured journalists with the broader context they desperately need.

What will I learn about: uncover perfect newsjacking opportunities by closely monitoring industry journalists, trending keywords, and real-time social media feeds?

Learn how to uncover perfect newsjacking opportunities by closely monitoring industry journalists, trending keywords, and real-time social media feeds.

What will I learn about: how to turn your competitors' major announcements into free publicity for your own company by rapidly issuing insightful media alerts?

Find out how to turn your competitors' major announcements into free publicity for your own company by rapidly issuing insightful media alerts.

What will I learn about: the art of crisis management by using strategic newsjacking to steer public attention away from negative press and successfully repair your reputation?

Master the art of crisis management by using strategic newsjacking to steer public attention away from negative press and successfully repair your reputation.

Newsjacking

How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage

David Meerman Scott

★ 4.0 / 5(20 ratings)

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Categories:

Marketing & Sales Society & Culture

If You're Curious About These Questions...

You should listen to this audiobook

💡Have you ever wondered why some brands seem to dominate the headlines the moment a major news story breaks, while others are left behind?
💡What if you could generate massive media buzz and reach millions of people without spending a single cent on traditional advertising?
💡Are you curious about the secret 'window of opportunity' that allows you to inject your brand into a trending news story at just the right moment?

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Key Takeaways from Newsjacking

✓Discover how to hijack breaking headlines to generate massive media coverage for your brand without needing a large advertising budget.
✓Understand why your main goal should be the second paragraph of a news story by quickly providing pressured journalists with the broader context they desperately need.
✓Learn how to uncover perfect newsjacking opportunities by closely monitoring industry journalists, trending keywords, and real-time social media feeds.
✓Find out how to turn your competitors' major announcements into free publicity for your own company by rapidly issuing insightful media alerts.
✓Master the art of crisis management by using strategic newsjacking to steer public attention away from negative press and successfully repair your reputation.

Learning Tools

Reinforce what you learned from Newsjacking

Mind Map

Newsjacking

Core Concept+

The Second Paragraph Strategy+

Execution Tactics+

Reputation & Etiquette+

Success Stories+

Quiz — Test Your Understanding

Question 1 of 6

According to the book, what is the primary advantage of 'newsjacking' compared to traditional advertising campaigns?

A. It allows companies to completely control the narrative of a news story.
B. It requires a large marketing budget to outspend competitors on social media.
C. It enables organizations to gain massive media attention without needing a big budget.
D. It guarantees placement on the front pages of major national newspapers.

Question 2 of 6

When attempting to newsjack a story, why should your objective typically be the second paragraph of a news article?

A. The first paragraph is usually reserved for the core facts of the incident, while the second explores the 'why' or broader significance.
B. Journalists are legally required to dedicate the first paragraph to official police or government statements.
C. Readers tend to skip the first paragraph of online news articles to get directly to the commentary.
D. The second paragraph is the only place where journalists are allowed to include direct quotes from corporate sponsors.

Question 3 of 6

How did Wynn Resorts successfully use newsjacking when Paris Hilton was arrested for drug possession?

A. They offered to pay her legal fees to generate goodwill in the media.
B. They announced she was banned from their properties, despite having no connection to the arrest.
C. They launched a massive traditional advertising campaign highlighting their drug-free hotels.
D. They anonymously leaked exclusive details about the arrest to journalists.

Question 4 of 6

How has the modern 24/7 news cycle changed the way journalists source their stories, creating opportunities for newsjackers?

A. Journalists now spend weeks investigating a single scoop before publishing.
B. Journalists prefer to rely exclusively on planned PR campaigns from major corporations.
C. Journalists are under pressure to publish constantly and prefer having relevant commentary delivered right to them.
D. Journalists only accept anonymous tips to ensure the safety of their sources.

Question 5 of 6

Which of the following is recommended as a best practice when executing a newsjacking strategy?

A. Post your commentary anonymously so you can't be blamed if the story goes wrong.
B. Use heavy industry jargon and slang to prove your insider expertise.
C. Make clever jokes when news involves human suffering to lighten the mood.
D. Ensure your online presence is credible and always provide traceable quotes.

Question 6 of 6

How did Hustler publisher Larry Flynt use newsjacking to recover his reputation during a government-linked sex scandal?

A. He donated $50,000 to Wikipedia to reframe himself as a defender of free speech.
B. He released a media alert criticizing Amazon's entry into the publishing market.
C. He offered to train with the London Fire Brigade to show his commitment to public safety.
D. He announced a run for political office on the same day as a major preliminary poll.

Newsjacking — Full Chapter Overview

1Recommendation
2Newsjacking is a potent way to gain media attention.
3When newsjacking, your goal is the second paragraph of a news story.
4Follow trending topics in your industry closely to uncover new newsjacking opportunities.
5Newsjacking is strong enough to save your reputation, so use it wisely!

Newsjacking Summary & Overview

Newsjacking (2012) is about the best new way to get media attention – not by planning ahead but by reacting quickly and cleverly. These blinks not only explain how this new form of generating news works, but also how you can and should react to it, and how to use it to attain the best possible media coverage.

Who Should Listen to Newsjacking?

Marketers seeking alternatives to planned advertising campaigns
Emerging organizations keen to raise awareness on a shoestring budget
News readers interested in today’s changing media landscape

About the Author: David Meerman Scott

David Meerman Scott is an international public relations and marketing expert, specializing in online news. An in-demand keynote speaker, Meerman Scott has also written several best-selling books, including The New Rules of Marketing and PR.

Newsjacking

If You're Curious About These Questions...

Listen to Newsjacking — Free Audiobook

Key Takeaways from Newsjacking

Learning Tools

Mind Map

Quiz — Test Your Understanding

Newsjacking — Full Chapter Overview

Newsjacking Summary & Overview

Who Should Listen to Newsjacking?

About the Author: David Meerman Scott

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