The Art of Newsjacking: Turning Headlines into Opportunities
Breaking news travels fast. A major story hits at 9 AM, and by noon, everyone's talking about it. What if you could become part of that conversation in a way that grows your business? That's exactly what I've done for over a decade using a powerful marketing approach called newsjacking.
Let me share something surprising: some of my biggest career opportunities, including speaking twice at Tony Robbins' Business Mastery events, and being mentioned several more times, came from adding my unique perspective to trending news stories. But here's the catch - you can't just jump into any conversation. You need strategy, timing, and most importantly, real value to add.
David Meerman Scott, who wrote the foreword to my first book, introduced this concept. He describes newsjacking as injecting your ideas into breaking news to generate media coverage and business growth. In fact, he shares some of my approaches here (video) at one of Tony Robbins Business Mastery events.
So newsjacking is simple enough, right? Well, yes and no.
The power lies in the execution. When the FTX scandal broke, I quickly shared insights about crypto accountability that major news outlets picked up. During Meta's rebrand, I explained the implications for small businesses. These weren't random comments - they were carefully crafted perspectives that helped people understand complex situations.
Timing is critical. The sweet spot? Right after the news breaks but before journalists start seeking expert opinions. That's when you can shape the narrative. But speed without substance falls flat. Your take needs to bring something new to the conversation - an angle others haven't considered, expertise that clarifies the situation, or practical insights that help your audience.
Here's what separates successful newsjacking from mere attention-seeking: authenticity and value. When Will Smith's Oscar incident happened, countless people commented. I waited until I could offer meaningful crisis management insights that businesses could actually use. That patience paid off in media coverage and client inquiries.
Building relationships with journalists and media outlets is essential. Start before you need them. Share their work, engage thoughtfully, and become a reliable source. When news breaks, they'll be more likely to consider your perspective.
Tools matter too. Set up Google Alerts for your industry keywords. Follow key journalists on different social media platforms. Join relevant professional groups where breaking news gets discussed. Create templates for different types of responses so you can move quickly while maintaining quality.
But let's talk about what not to do. Never exploit tragedies. Avoid forcing connections between your business and news stories. Stay away from controversial topics unless you have genuine expertise to share. Bad newsjacking can damage your reputation faster than good newsjacking can build it.
The real magic happens when you consistently add value over time. Each thoughtful contribution builds your authority. Every helpful insight strengthens your credibility. Soon, journalists start coming to you for comments, rather than you pitching them.
Want to get started? Begin by identifying three to five types of news stories where you have genuine expertise to share. Create a response template for each type. Build a basic media list. Then watch for opportunities to practice with smaller stories before taking on major headlines.
Remember: successful newsjacking isn't about being first (although it helps to be fast and early) - it's about being valuable. Add real insights, help people understand complex situations, and watch as your brand grows naturally through the power of timely, thoughtful contribution to important conversations.
To help get started the right way, see the specific detailed chapter on newsjacking in "The New Rules of Marketing and PR" by David Meerman Scott, and also in chapter 26 in my book, "The Ultimate Guide to Social Media for Business Owners, Professionals and Entrepreneurs."
The next time a major story breaks in your industry, you'll be ready. Not just to comment, but to contribute something meaningful that helps your audience while positioning you as a trusted expert in your field.
Mitch Jackson | links