Hijacking the news
jumping on a breaking news story
Claudine Snape claudine.snape@gmail.com @claude78
July 2014
So what is newsjacking?
“Newsjacking is the art and science of injecting your
ideas into a breaking news story and generat...
Why you should newsjack
• Raise brand profile and increase credibility
• Increase propensity to support
• Increase online ...
theworldofraven.wordpress.com
@caitlinmoran
“Tuesday’s final of The Great
British Bake-Off was wholly
hijacked 40 minutes in by a
cutaway shot of a squi...
When to hijack
Hashtag #hijacking
• There are an estimated 400 million tweets sent a
day.
• The hashtag function of Twitter is often used...
Read more: http://www.marketingprofs.com/opinions/2014/24190/seven-
cautionary-tales-of-hashtag-hijackings#ixzz373gzV714
Pitfalls?
• A lot of time and effort for nothing
• Can be reputationally risky without a clear link to
the subject
• You c...
AFP PHOTO/Leon NealLEON NEAL/AFP/Getty Images
Defra Air Quality Twitter alerts
March 31st 2014
Mail Online March 31st 13:41BST
Mark Duel - writer
Tues 1 April. Asthma UK statement
Kay Boycott, chief executive at Asthma UK,
says: “The two thirds of people with asthma w...
Key commentators
Prof Frank Kelly, chair of the Department of Health’s
committee on the medical effects of air pollution,
...
Guardian Online
Wednesday 2 April 2014 16.18 BST
Josh Halliday and Mark Tran
Mirror Online
Wednesday 2 April 20:18 BST
Question YES NO
Has your asthma flared up? 83.8% 16.2%
Are you using your reliever inhaler
more?
84.7% 15.3%
Have you avoi...
Thurs 3 April. Asthma UK statement
Kay Boycott, chief executive at Asthma UK, says:
“It’s not a surprise that there has be...
Third Sector media briefing
Impact
• 400 articles giving 683m OTS
• Helpline staff gave advice to at least 30 people
• Facebook reach of 134,837 (over...
What went well?
• Acting quickly – getting tailored social content on FB and
advice on the website – was shared widely
• H...
What could have been done better?
• Could have responded earlier if we had set up DEFRA alerts
• More content on Twitter a...
Top tips – 1. Find news to jack
• Decide what are issues or subjects that could impact
on your charity
• Delegate key resp...
2. Make a plan
• How are you related to the breaking news?
• Why should the media care?
• What existing content can you us...
3. Get out there quick
• Blog your take on the news
• Tweet it using an established hashtag
• Issue a real time media aler...
Questions
Background reading
• Newsjacking – How to inject your ideas into a breaking news story
and generate tons of media coverage...
Visit the CharityComms website to view
slides from our past events, see what events
we have coming up and to check out wha...
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.
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Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014.

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Claudine Snape, head of communications, Asthma UK

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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Transcript of "Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2014."

  1. 1. Hijacking the news jumping on a breaking news story Claudine Snape claudine.snape@gmail.com @claude78 July 2014
  2. 2. So what is newsjacking? “Newsjacking is the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.” David Merrman Scott
  3. 3. Why you should newsjack • Raise brand profile and increase credibility • Increase propensity to support • Increase online reach • Drive visitors to your website or calls to your helpline • Gain new members/supporters • Improve organic search rankings • Promote key advice and services
  4. 4. theworldofraven.wordpress.com
  5. 5. @caitlinmoran “Tuesday’s final of The Great British Bake-Off was wholly hijacked 40 minutes in by a cutaway shot of a squirrel gallivanting outside the Bake- Off marquee..”
  6. 6. When to hijack
  7. 7. Hashtag #hijacking • There are an estimated 400 million tweets sent a day. • The hashtag function of Twitter is often used by brands and companies as a PR tool to gain visibility. • Hashtags can create visibility, drive real time conversations and influencing trends and drive traffic towards your website. • They can also be hijacked to draw attention to a related cause or to cause embarrassment.
  8. 8. Read more: http://www.marketingprofs.com/opinions/2014/24190/seven- cautionary-tales-of-hashtag-hijackings#ixzz373gzV714
  9. 9. Pitfalls? • A lot of time and effort for nothing • Can be reputationally risky without a clear link to the subject • You can’t control the direction the story could take – it could take you onto uncomfortable ground • Your spokespeople could feel ill prepared and be off message • You can’t control the timing – it could mean you have to drop another campaign launch
  10. 10. AFP PHOTO/Leon NealLEON NEAL/AFP/Getty Images
  11. 11. Defra Air Quality Twitter alerts March 31st 2014
  12. 12. Mail Online March 31st 13:41BST Mark Duel - writer
  13. 13. Tues 1 April. Asthma UK statement Kay Boycott, chief executive at Asthma UK, says: “The two thirds of people with asthma who find that air pollution makes their asthma worse will be at an increased risk of an attack following the alarming Defra warning of high pollution levels around the country…”
  14. 14. Key commentators Prof Frank Kelly, chair of the Department of Health’s committee on the medical effects of air pollution, said: “ Schools in areas affected by severe air pollution should keep all pupils inside over lunch and playtimes. He said staying indoors was vital to avoid them suffering asthma attacks and potentially lifelong lung damage”.
  15. 15. Guardian Online Wednesday 2 April 2014 16.18 BST Josh Halliday and Mark Tran
  16. 16. Mirror Online Wednesday 2 April 20:18 BST
  17. 17. Question YES NO Has your asthma flared up? 83.8% 16.2% Are you using your reliever inhaler more? 84.7% 15.3% Have you avoided going outside? 50% 50% Are you scared of having an asthma attack? 62.9% 37.1% Have you sought advice about managing your asthma? 39.9% 60.1% Have you had an asthma attack? 31.3% 68.7% Survey Monkey responses as of 9.40am Thursday 3 April 2014, based on 342 respondents
  18. 18. Thurs 3 April. Asthma UK statement Kay Boycott, chief executive at Asthma UK, says: “It’s not a surprise that there has been an increase in Ambulance calls given that two thirds of people with asthma tells us that air pollution makes their asthma worse and nearly a third of people who took our overnight poll reported having an asthma attack due to the air pollution…”
  19. 19. Third Sector media briefing
  20. 20. Impact • 400 articles giving 683m OTS • Helpline staff gave advice to at least 30 people • Facebook reach of 134,837 (over a 400% increase in comparison to the same period the week before) • 432 more ‘likes’ on our Facebook page and 153 more followers on Twitter • 75% increase in web visits • Downloads of key resources nearly trebled • 21% increase in people looking at our advice page on asthma attacks • 254% increase in the number of people doing the Triple A: Avoid Asthma Attacks Test
  21. 21. What went well? • Acting quickly – getting tailored social content on FB and advice on the website – was shared widely • Having a legitimate reason to comment • Using existing pre-approved content • Getting a cross organisational group together and confirming a plan of action • Regular team huddles on progress and content ideas • Developing the story further by using a survey • Responding to other new hooks (ambulance figures) • Targeting journalists following the story • Having spokespeople available to add credibility to story (asthma nurses) • Having strong case studies willing to talk about experiences • Having the resources to cope with the media follow up
  22. 22. What could have been done better? • Could have responded earlier if we had set up DEFRA alerts • More content on Twitter and news jack using smog hashtags • Better variety of pictures! • Focus on single action • Only £198 raised from text donations in response to the tailored ask • Should have contacted mummy bloggers
  23. 23. Top tips – 1. Find news to jack • Decide what are issues or subjects that could impact on your charity • Delegate key responsibilities to individual staff • Draw up a list of who is commentating across digital, broadcast and print media • Monitor keywords and set up alerts on those issues and subjects (ie Google news) • Monitor influential blogs • Track key journalists, bloggers and media outlets • Follow relevant twitter hashtags • Keep an eye on trending word clouds
  24. 24. 2. Make a plan • How are you related to the breaking news? • Why should the media care? • What existing content can you use? • Quickly decide roles and responsibilities • Get senior buy-in • Negotiate with managers about dropping lower priority work • Brainstorm your approach with a cross organisational group • Meet at the end of each day to review and plan for the next day
  25. 25. 3. Get out there quick • Blog your take on the news • Tweet it using an established hashtag • Issue a real time media alert • Go direct to journalists who are most likely to cover the story • Talk about it in a speech • Use your established networks
  26. 26. Questions
  27. 27. Background reading • Newsjacking – How to inject your ideas into a breaking news story and generate tons of media coverage. By David Meerman Scott http://www.davidmeermanscott.com/books/newsjacking/ • Newsjacking on social media, by Kirsty Marrins, digital communications consultant. @Londonkirsty http://kirstymarrins.com/2013/07/24/newsjacking-on-social-media/ • 5 brand marketing efforts that took newsjacking to the next level. Britt Klontz. http://contentmarketinginstitute.com/2014/01/brand- marketing-newsjacking-next-level/ • The Inbound Marketer's Complete Guide to Newsjacking. Corey Eridon http://blog.hubspot.com/blog/tabid/6307/bid/32983/The-Inbound- Marketer-s-Complete-Guide-to-Newsjacking.aspx • Seven cautionary tales of hashtag hi-jacking, by Mark Potter. http://www.marketingprofs.com/opinions/2014/24190/seven- cautionary-tales-of-hashtag-hijackings#ixzz373gzV714
  28. 28. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk #charityPR
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