Newsjacking
A practical guide to get involved in
the discussion
What is newsjacking?
Newsjacking
Why do it?
Newsjacking is the smartest and most effective
way to generate coverage. Journalists are more
likel...
Newsjacking
Tips & Tricks
Newsjacking: 7 basic ingredients
1. Catch the wave
2. Adopt an editorial mindset
3. Plan for spontaneity
4. Stay original
...
The perfect pitch: 4 rules
Speed
The sooner you can get a reaction in front of a
journalist, the higher the chance you wil...
Adding value to the discussion: five key ways
Disagree with what has been stated in the article.
Add something to the disc...
Newsjacking &
online
Newsjacking in the online age
• Speed is more important than ever
• Company experts should build their
online reputation t...
PR versus Advertising
3 fundamental differences between newsjacking in PR and advertising:
Owner
PR: The expert
Advertisin...
The wrap-up
The wrap-up
Monitor what happens in the media and on social
channels.
Get involved in the discussion and show your
experti...
Download the full eBook for a more
comprehensive guide on how to plan,
manage and execute the newsjack. 

This
white paper...
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Newsjacking: A Practical Guide to Get Involved In The Discussion

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Newsjacking is a key media tactic used to generate coverage by responding to breaking news. Read this guide to learn how to perfect your media pitch and get involved to add value to a news story.

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Newsjacking: A Practical Guide to Get Involved In The Discussion

  1. 1. Newsjacking A practical guide to get involved in the discussion
  2. 2. What is newsjacking?
  3. 3. Newsjacking Why do it? Newsjacking is the smartest and most effective way to generate coverage. Journalists are more likely to listen to your side of the story, if they are already covering that story. The good news about newsjacking? Everyone can do it! What is newsjacking? the tactic of quickly responding to a breaking news story by providing an expert opinion that sheds a new or different light on the subject.
  4. 4. Newsjacking Tips & Tricks
  5. 5. Newsjacking: 7 basic ingredients 1. Catch the wave 2. Adopt an editorial mindset 3. Plan for spontaneity 4. Stay original 5. Invent your own event 6. Stay genuine and relevant 7. Create a platform
  6. 6. The perfect pitch: 4 rules Speed The sooner you can get a reaction in front of a journalist, the higher the chance you will be included in the second paragraph. Proof If you can’t prove what you’re saying, it’s probably not worth writing about. Audience Keep the audience of a journalist in mind: what do they already know and what is the tone of voice? Method Sometimes it’s better to leave a comment below the article. At other times you should contact the journalist on the phone or by email.
  7. 7. Adding value to the discussion: five key ways Disagree with what has been stated in the article. Add something to the discussion that wasn’t mentioned before. Explain why or how something happened. Illustrate a news story with real examples. Predict how the future will evolve.
  8. 8. Newsjacking & online
  9. 9. Newsjacking in the online age • Speed is more important than ever • Company experts should build their online reputation through blogs and social media • Take control with brand journalism: you don’t have to rely on external influencers
  10. 10. PR versus Advertising 3 fundamental differences between newsjacking in PR and advertising: Owner PR: The expert Advertising: The brand Context/goal PR: Discussion > claim thought leadership Advertising: Get noticed > brand awareness Target audience PR: Influencers Advertising: Prospects / clients
  11. 11. The wrap-up
  12. 12. The wrap-up Monitor what happens in the media and on social channels. Get involved in the discussion and show your expertise: you probably are more knowledgeable than the journalist. Add to the discussion new insights, proof points or cases. Start sharing your expertise on your owned channels and earned media to build your online reputation and SEO profile.
  13. 13. Download the full eBook for a more comprehensive guide on how to plan, manage and execute the newsjack. 

This white paper provides tips and tricks on: • The basics of newsjacking • The perfect media pitch And more… To download the eBook go to: http://www.lewispr.co.uk/Insights/Newsjacki ng.aspx A Practical Guide To Newsjacking

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