Jack the News Like a Professional

Florence Fang
Managing Director and Principal Consultant
Flame Communications Pte Ltd

November 16, 2016

Newsjacking is taking the PR world by storm. It has become a go-to marketing strategy that savvy PR professionals and marketers use to generate more, if not, constant publicity, or in the case of Oreo’s 2013 Super Bowl Tweet ‘You can still dunk in the dark’ or Air Asia’s Coldplay moment, instant attention and, yes, fame.

Developing and promoting a brand is a complex task. Organisations today need to become content creators in order to survive in a world where almost everyone is an online publisher. A breaking news story can spark off an excellent marketing idea that could potentially rake in the bucks. Better yet, if the story interests you, it will definitely fuel you to come up with interesting content that engages the audience.

Do’s of Newsjacking

  • Be swift, do it as soon as possible
  • Understand your brand’s culture and messaging
  • Think thoroughly before going live, don’t be rash

Don’ts of Newsjacking

  • Never capitalise on tragedies, deaths and unfortunate events
  • Don’t force it! Make sure it’s accurate and not too far-fetched
  • Never use too many irrelevant #Hashtags #really. It looks desperate #attentionseeker

The PR industry is ever changing. PR professionals and marketers are feeling the urge to relentlessly come up with creative and unique ways of outreach that result in value-adding the organisation’s bottom-line. To remain relevant, professionals must embrace this agility and focus on the business impact of newsjacking through the practices and partners that change and improve performance.

The bottom-line? Newsjacking can be an effective PR and marketing strategy. Don’t have the luxury of time to conduct your research, the right manpower or the know-hows to news jack like a professional? Let the professionals handle it.