Harnessing Newsjacking for Effective Product Coverage
In the fast-paced world of public relations, staying relevant is key! One exciting technique that will keep you on your toes is newsjacking. Essentially, this means jumping into a conversation around breaking news stories to promote your product or business and, when done right it can significantly enhance your PR coverage, increase brand awareness and get lots of eyes on your product.
I worked with a client a couple of years ago and we ‘newsjacked’ our way all over the globe thanks to some changes that were happening in the UK education sector. We used this and got my client as an expert spokesperson on everywhere we could - from the Huffington Post to the Daily Mail and many more in between with a nice shout out to their upcoming product launch included on each.
Why Newsjacking Matters in PR
Boosts Visibility: By connecting your product to a hot news story you can gain media attention and reach a wider audience. Bonus points for getting a backlink to your product / website to drive traffic and increase SEO!
Builds Credibility: When your brand engages thoughtfully with current events, it positions you as a knowledgeable and relevant player in your industry. This boosts your credibility and can strengthen your brand's reputation.
Encourages Engagement: Newsjacking opens the door for direct conversations with your audience. It encourages conversations around your product and builds a community interested in what you have to say.
How to Effectively Newsjack for Product PR
Stay in the Loop: Keep an eye on news sources, social media and trend tools to spot stories you can piggy back off. Make a habit of checking the headlines each morning to make sure you don’t miss anything, and utilise tools like Google Alerts to help you stay on top of relevant news.
Be Quick off the Mark: Timing is everything in newsjacking! As stories develop, be ready to respond swiftly with your message. The sooner you jump in, the more likely you are to be noticed.
Craft a Relevant Message: Ensure your product is relevant to the news story. The connection should be clear and compelling. For example, if there’s a major weather event, a company selling emergency kits could offer insights or tips into staying safe.
Use Multiple Channels: Share your newsjacking content across various platforms—press releases, blog posts, social media, and email newsletters. This multi-channel approach increases your chances of reaching a wider audience.
Be Authentic and Respectful: While it’s important to be timely, ensure your approach is genuine. Avoid appearing opportunistic or insensitive to the gravity of the news. Respect the context and consider how your message contributes to the conversation. Newsjacking is also a good brand building exercise to show the ethos of your brand.
Examples of Successful Newsjacking
Peloton: During the early days of the pandemic, Peloton quickly launched a campaign encouraging people to stay active at home. They tied their messaging to the global conversation about health and wellness and saw sales surge as a result. Whilst they are unfortunately not doing so well now, their handling of newsjacking saw an incredible demand for their product.
Lego’s Response to NASA Mars Rover Landing: After NASA’s Mars rover landed on Mars, Lego created a post featuring their space-themed sets. They encouraged kids to build their own rover at home, tying in a fun, creative activity to a major scientific achievement.
Conclusion
Newsjacking is a powerful tool in the public relations arsenal, and can really enhance your product PR coverage if done right!
By staying informed, acting quickly, and crafting relevant messages, brands can harness the power of current events to enhance visibility and engagement. Remember, the key to successful newsjacking lies in authenticity and respect for the news context. When executed thoughtfully, this strategy can significantly elevate your PR efforts and strengthen your brand’s connection with its audience.
So, keep an eye on the headlines, and be ready to make your mark!