This document provides tips on newsjacking, which is commenting on breaking news stories to get media coverage for your brand or clients. It advises to check for news daily at 7am, set up Google alerts with relevant keywords, and check live blogs for opportunities. Comments should be relevant to the story, interesting, sharp, and engaging. They should add extra context or information and consider the future implications. Journalists do not care about personal opinions - the comment must provide value. Newsjacking is not appropriate if your client has nothing to do with the story or you cannot offer useful insights. Researching relevant journalists and beats is important. Comments should be sent within 30 minutes and only to journalists who have covered related stories. Newsjacking can

1. SEP 2020
TO NEWSJACK OR NOT TO NEWSJACK?
How to kick ass even though the world is
going down the drain
@paigedanamarie

2. The boring stuff
• Paige Evans
• 23
• Member of Rise at Seven for 7
months
• Moved to London in February (lol)
• Accidentally fell into newsjacking

3. What is Newsjacking?

4. It’s jumping on a breaking news story
and offering comments to media from
a spokesperson either at your brand
or a clients brand

6. Yeah but, how did you do it?

7. - Check every day at 7am - finance teams are in earlier
- Set up Google alerts
- Check the Daily Mirror (they are ALWAYS the quickest)
- Use Keywords
- Check throughout the day (lunchtime seems to do it)
- Live blogs
Can I do it for
any client?

8. Hell yes! But, there’s always that but

10. Is your comment …
R - relevant?
I - interesting?
S - sharp?
E - engaging?

11. Okay, great - what should my
comment include?

12. - No faff
- Extra information
- Take a step back
- Put the client at the heart

13. For example, let's comment on this

14. - John Lewis evidently not looking good
- Oxford Street store applied for planning permission
to convert entire floors into office space
- John Lewis is now responsible for 60% of the chain’s
sales - up from 30% pre-Covid
- Are now deemed to be worth nearly £500m less than
before - a reassessment in last weeks results that
sent the group crashing into a £635m into the red in
the first half of the financial year

15. Okay, cool - what does a boring
comment look like?

16. Below is comment from Joe Bloggs, founder of finance.com
“ It’s such a shame to see that John Lewis is going down hill, with the
pandemic now putting everything online, that’s yet another brand to go
down the drain. Like Debenhams, the department chains are struggling
to keep their spots on the high streets, even though they are long term
members”.

18. What was wrong with that?
- It was boring
- It was obvious
- Journalists do not care about your
own personal opinion
- It didn’t add anything

19. Okay, cool - what does a good
comment look like?

20. Below is comment from Joe Bloggs, founder of finance.com
“ With 60% of the chains sales now online, this is a crucial time for JLP to
think strategically. With online sales being 30% up pre-covid, it’s evident
that this chain aren’t doing all it can for their consumers and that’s where
they are going to lose if they don’t put them at the heart of what they do.
Adding to this, with this year being the first year that staff aren’t receiving
their Christmas bonuses, so where does this leave employees at the heart
of the business? We can’t deny that John Lewis are doing better than
Debenhams and House of Fraser, but John Lewis will receive harsher
problems now coming up to winter£ and

22. - obviously read the article by
bringing in the stats
- giving advice
- looking to the future

23. So from writing, to being signed off, to
sending - how long have I got?

24. Aim for no longer than 30 minutes per
comment

26. Every
single
PR
Publication
releases a
story

27. Any tips for sending the comment?

28. - - Do not spray and pray
- Do not ask
- Do not send it to irrelevant
journalists
- Send to journalists that have written
about the story

29. When is it NOT okay to newsjack?

31. - - Your client has nothing to do with
the story
- You can’t offer anything extra
- Will not benefit the client

32. Do your research!

34. Administrations? James and Emma
Retail? Sarah Butler
Financial markets? Harry Wise

35. But don’t forget about your niche
publications!

39. So what did we learn in the process of
newsjacking?

40. We could do it with other clients of
ours!

43. Watch what your competitors are
doing

47. Say thank you!

48. To summarise
- Be quick. Pre react if you can - think Rishi’s announcement
- Add extra outlooks and advice on articles
- Don’t send your comment to irrelevant journalists
- Keep checking. Always keep checking for breaking news
- Think RISE. Relevant? Interesting? Sharpe? Is the comment
engaging?
- Switch up your strategy if your comments don’t seem to be
working
- Sometimes you score, sometimes you don’t
- Do your research. Whether it’s the story or the journalist
- A simple ‘thank you’ can go a long way

49. Thank you!
You can follow me on Twitter
@paigedanamarie