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‘Newsjacking’ – enabling clients to respond to breaking developments and industry news – is part of most Rostrum PR campaigns, and it can often generate strong media coverage. Newsjacking allows clients to be responsive, involved in the industry debate and (hopefully) insightful. It works across print and online media, and with several newspapers and publications now running ‘as it happens’ coverage of breaking business developments, there are more opportunities than ever to get your point of view across. Done right, it’s a technique that can transform a client’s profile in the marketplace.

The golden rules for newsjacking success are:

  • Be quick. This really is a game of fastest finger first. You need to work with us to get a comment approved and out to the target media in your sector in minutes, not hours.
  • Be bold. Journalists want interesting material. Bland, fence-sitting quotes don’t make for good copy
  • Be brief. At the most, one or two lines of your newsjacking commentary will be used. Brevity and quotability is key

When Prudential announced its intention to exit the annuities market, we saw a perfect opportunity to position our client Kim Lerche-Thomson of Primetime Retirement, a retirement market guru and ex-Pru man himself, as an expert commentator on the implications. Kim argued that the insurer’s decision was simply a “sad day” for the UK annuity market given the Prudential’s history and market presence. A straightforward message, but one that resonated with the media, including the Financial Times and Professional Adviser.

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