While it’s the big proactive PR campaigns that are often the focus of attention, there are other elements of public relations that can be just as important, and effective. In a news cycle that’s ever-evolving, PR needs to be consistent and creative to be successful, but it also needs to be current, and one technique that has proven successful for many of our clients is ‘newsjacking’.
So, what exactly is newsjacking?
Newsjacking, also referred to as reactive commentary, involves leveraging the day’s news agenda as a platform for engaging with your target audience. By providing short and punchy, but insightful comments on relevant events or announcements, you can land your core messages in key news stories of the day that are relevant to you and your business.
When executed effectively, newsjacking becomes an exceptional tool for building brand awareness, amplifying your spokesperson’s voice on specific topics, and positioning your brand as an expert commentator.
Mastering the art of newsjacking
As with any PR tactic, success relies on careful planning. At Rostrum, we develop tailored editorial and industry-centric PR calendars for each client. This approach allows us to anticipate reports and publications that are relevant to you, your key messages and your PR objectives, and prepare content accordingly.
But with the news agenda constantly evolving, we also monitor for updates and announcements in real-time too.
Timing is key
When it comes to newsjacking, timing is everything. To secure your spot in the conversation, you must act swiftly. At Rostrum, our account teams consist of industry experts who possess an in-depth understanding of our clients’ sectors. This expertise enables us not only to understand your core messages but also to anticipate the potential impact of different breaking announcements.
The moment a story breaks, we’re ready to generate compelling content that aligns with your position, captivates your target audience, and resonates with relevant publications.
Delivering impactful commentary
Even in the digital realm, editors face tough choices regarding the content they can include in their stories. Only comments that truly enrich the narrative have a chance of being featured. Your contribution should offer a fresh perspective, introduce new insights or data, or approach the topic from a unique angle.
In the realm of newsjacking, every sentence should serve as a soundbite. If a line fails to add value, it’s best to cut it. Continuously ask yourself if your words move the debate forward and contribute meaningfully to the ongoing conversation. That’s precisely what we do at Rostrum when crafting compelling reactive copy.
Choose your battles wisely
Effective newsjacking isn’t about commenting on every piece of news — it’s about selecting the right opportunities. Focus on debates that directly relate to your business and your audience. Thorough research is crucial. Start by analysing industry-specific announcements, ensuring that your content offers valuable insights that resonate with your audience and peers in your sector.
Words of wisdom from an expert
Renowned writer George Orwell once shared six rules for effective writing, and at Rostrum we find them as relevant as ever, particularly for reactive commentary:
- Avoid using overused metaphors, similes, or figures of speech.
- Opt for shorter words when a longer one isn’t necessary.
- Whenever possible, eliminate unnecessary words.
- Prioritise an active voice over a passive voice.
- Unless there is no suitable alternative, avoid foreign phrases, scientific terms, or jargon. Instead, strive for everyday English equivalents.
- Feel free to break any of these rules rather than produce something outright barbarous.
For more information on our writing expertise and to find out about how we can support your business by crafting compelling copy, from insightful reports to punchy reactive commentary, get in touch with us at: enquiries@rostrum.agency
