Newsjacking
Inserting your brand into breaking news or trending topics for media exposure.
Definition
Newsjacking involves monitoring breaking news and quickly creating content or offering expert commentary that ties your brand to the story. When done well, it earns media coverage and social engagement by providing relevant perspective on trending topics.
Why It Matters
Journalists need expert sources quickly when news breaks. Being available and relevant during news cycles can generate significant coverage. However, inappropriate newsjacking can backfire if the brand connection feels forced or insensitive.
Examples in Practice
A cybersecurity company offers expert commentary during a major data breach story. A HR consultant provides perspective on workplace trends when relevant legislation passes. A financial advisor comments on market volatility during economic news.