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?
Listen to Newsjacking — Free Audiobook
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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
Hijack breaking news to inject your message into headlines
Cost-effective alternative to expensive traditional advertising
Capitalizes on 24/7 news cycle and content-hungry journalists
Planned PR campaigns lack the power of real-time reactions
The Second Paragraph Strategy
First paragraph covers basic facts: who, what, where, when
Target the second paragraph which explains 'why' or 'what next'
Time-pressured journalists want ready-made angles handed to them
Provide a story that gives raw news broader significance
Speed is critical to get your angle published
Execution Tactics
Monitor industry trends via Twitter, RSS, and Google News alerts
Build a credible online presence to become a quotable source
Never post anonymously; media requires traceable, reliable quotes
Share insights directly with interested journalists and influencers
Turn competitor announcements into PR using rapid media alerts
Reputation & Etiquette
Steer media attention away from PR crises with positive newsjacking
Be statesmanlike and cordial; never malicious toward competitors
Use professional writing: full sentences, no slang or heavy jargon
Never make clever quips involving human suffering or tragedy
Stay genuine; thinly veiled, self-serving stunts will fail
Success Stories
Rick Perry: Announced run during Iowa poll to steal front pages
Wynn Resorts: Banned arrested Paris Hilton for millions in free PR
London Fire Brigade: Used Branson fire to promote smoke detectors
Larry Flynt: Donated to Wikipedia during scandal to improve reputation
Quiz — Test Your Understanding
Question 1 of 6
According to the book, what is the primary advantage of 'newsjacking' compared to traditional advertising campaigns?
Newsjacking — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: Newsjacking is a potent way to gain media attention.
Chapter 3: When newsjacking, your goal is the second paragraph of a news story.
Chapter 4: Follow trending topics in your industry closely to uncover new newsjacking opportunities.
Chapter 5: Newsjacking 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
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