Five Things to Know Before Newsjacking 

You scan through your news feeds, and there is that one story relevant to your organization trending across numerous outlets. Then you scroll through your social media feeds, and it’s going viral there. Whether it’s breaking political news, an update on a notorious legal case, or a celebrity’s racial blunder that has people talking, there is an opportunity to share your thought leadership or showcase your work related to the topic. Maybe there is a lot of misinformation, or perhaps there isn’t enough nuance for audiences to truly grasp the gravity of the moment. So, you decide to newsjack—quickly react to news to display your authority on a topic and also draw attention to your organization.  

Newsjacking can boost visibility and foster greater engagement. However, if not done correctly, this strategy can pose risks. When people misjudge their tone, inject humor at an inappropriate time or appear opportunistic, it can wreak havoc on reputations and potentially affect financial opportunities. But with thoughtful and strategic planning, newsjacking can be beneficial. 

Here are some things to consider before trying it out:  

Be prepared 

To effectively respond to newsworthy moments, it’s important to anticipate their occurrence well in advance. First, ensure you have a strong foundation in digital news literacy, which will enable you to identify misinformation, disinformation and incorrect uses of AI with discernment.  

Make it a habit to monitor the news landscape. Read articles, listen to reports and set alerts for news sites and journalists. Subscribing to newsletters that curate top news can be helpful if you need to catch important updates you might otherwise miss. 

Keeping a calendar of dates that commemorate noteworthy news or cultural events is also useful. This planning will prepare you to react promptly if a major story breaks on those dates. It’s also a good idea to track the coverage once your content has been delivered and plan how to respond to feedback if necessary. 

Know your audience and your goal 

We know you always aim to connect deeply with your audience. Your messages must resonate with them. You want to avoid content that could come across as trivial or dismissive. Missteps like these could alienate your audience or undermine your mission.  

Always keep in mind what you’d like to accomplish. Your goal determines where and how you enact a newsjacking strategy.  

Remain ethical 

You have developed a unique perspective and are committed to your values, so it’s vital to continue offering tactful and respectful messages in the conversation. Be careful not to pile onto a person or organization. Avoid wading into controversy for the sole purpose of going viral or selling an idea.   

Don’t overdo it  

If you’ve successfully turned a viral moment into increased attention for your organization, don’t be so quick to repeat the same strategy soon after. Too many newsjacking attempts can seem insincere, and your audience will recognize that you’re merely riding a wave. Be aware of what’s already happening in the conversation so as not to appear repetitive or redundant. 

Rely on the professionals 

Implementing a newsjacking strategy takes careful consideration, and with the right plan, you can seamlessly integrate your message into a trending conversation. Reach out to Spotlight PR for a paid communications consultation. 

Coshandra Dillard is a freelance writer with Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.