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Newsjacking: Using breaking news to boost your brand’s reputation

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Arguably a modern art-form, newsjacking (when brands provide their own take on breaking news to gain media coverage) can help brands really elevate their presence in their industry - though done ...

Arguably a modern art-form, newsjacking (when brands provide their own take on breaking news to gain media coverage) can help brands really elevate their presence in their industry - though done badly, it can ruin their reputation. Check out our simple slides on getting newsjacking right and making it a successful tool for your brand!

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Newsjacking: Using breaking news to boost your brand’s reputation Presentation Transcript

  • 1. Newsjacking:Using breaking newsto boost yourbrand’s reputation @RedRocketMedia
  • 2. Newsjacking v. The process bywhich you inject your ideas orangles into breaking news, inreal time, in order to generatemedia coverage for yourself oryour business.Courtesy ofDavid Meerman Scott
  • 3. #VLTALKThe four steps to newsjacking successProcess Monitor Write Promote
  • 4. Steps 1 - 2 #VLTALK Preparation a. Create a process for responding to relevant news eventsProcess b. Assign team members to the task c. Ensure all are aware of the process a. Follow breaking news accounts on social media b. Monitor news outlets like Reuters, Google NewsMonitor c. Keep an eye on Google Instant for real-time updates on most-searched-for phrases
  • 5. Steps 3 - 4 #VLTALK Getting down to business a. When a relevant news item appears, get started on your brand’s response/take on it Write b. This must beWrite but not at the expense done fast, of quality c. Have the piece edited, fact-checked and published a. Publish a link to the piece on Twitter, Facebook, Linkedin and Google+Promote b. Send a breaking news email to relevant recipients c. Ensure blog is picked up by your RSS feed
  • 6. #VLTALK The ultimate dos and don’ts of newsjacking Offer a different Handle the subject Do perspective on the Do with care and in a news sensitive way Use the piece to Report on theDon’t sell or promote Don’t news unless it’s your brand totally relevant
  • 7. If you want to do it well… #VLTALK Follow the example of Lynx, which hijacked the Prince Harry scandal back in 2012Images c/o campaignbrief.com & zimbio.com
  • 8. …but don’t take the lead from American#VLTALK Apparel The brand came under fire after appearing to take advantage of Hurricane Sandy in 2013Images c/o bostino.com & twitter.com/americanapparel
  • 9. Get in touch #VLTALK Deborah Bates Red Rocket Media dbates@redrocketmedia.co.uk Connect with me on TwitterIf you’d like to know more about publishing your own industry news, please get in touch with us! 0845 6583334 www.redrocketmedia.co.uk