Elementary, My Dear Watson – Sherlock Holmes
And, that’s what it feels like. It’s criminal. You just convinced a reporter to include your company in a story that isn’t about your company. The tactic is called “Newsjacking.”
What is Newsjacking?
It’s the not so simple skill of being able to recognize what’s news, what’s newsworthy to you, and how to get your company mentioned in a story on the news subject. What? Yep. It’s a quick – and not so dirty - process.
Here’s how to make it happen:
Track Keywords – Use a search engine or social media tool to track keywords that are of most important to your business. For example, if you’re a cybersecurity firm, you may want to track “hospital” and “ransomware”. When a story pops up on your radar that seems of interest to many, go to Step 2.
Create a Media List – Quickly, and I mean lickety-split, then crawl the web to corral together a list of journalists, publications they write for, and their email addresses.
Draft a Pitch – You’re gonna need to draft a pitch to these journalists which convince them why your company should comment on this news and why they should quote your company. Maybe you have hospitals as customers? Maybe you’re a well renown expert in ransomware? Or you recently authored a report/study on this subject and have content to share? Either way, it’s up to you to newsjack the story. Now pitch!!!
Take a Step Backwards – Now that you know how to roll out the process, here’s some critical points to keep in mind:
If you newsjack, make sure that you have a spokesperson on hand in case anyone you pitch wants an immediate phone or TV interview.
Back up your pitch with relevant data!
Don’t be commercial in your pitch or interview.
Establish a relationship with the journalist so that you may be able to offer a quote in the future.