News gathering happens in real time, and it can encompass anyone who steps forward quickly with credible input.
This creates a fierce and desperate hunger for newsjacking. Searching Google, Facebook, Twitter, blogs, YouTube, and whatever else comes to mind, the reporter scans for any plausible nugget to differentiate her story.
Potential customers alerted to a new trend want to learn more and some want to buy right now.
As journalists scramble to cover breaking news, the basic facts—who/what/when/where—are often fairly easy to find, either on a corporate website or in competitors’ copy. That’s what goes in the first paragraph of any news story.
The challenge for reporters is to get the “why” and the implications of the event.
All this is what goes in the second paragraph and subsequent paragraphs. That’s why the newsjacker’s goal is to own the second paragraph.
If you are clever enough to react to breaking news very quickly, providing credible second-paragraph content in a blog post, tweet, or media alert that features the keyword of the moment, you may be rewarded with a bonanza of media attention.
And it’s that attention that drives new customers to your virtual doorstep!
Master Newsjacking by David Meerman Scott will show you how.
Author | Speaker | Newsjacking Strategist
Founder of the newsjacking movement, David has taught the technique to live audiences in more than 20 countries.
I've used the concept of newsjacking to drive tens of thousands of visitors to my websites, position myself as an expert, and get media attention. Though extremely simple; this is an extremely powerful and timeless method that anyone can use to leverage current events and the media.
Outstanding! This is a publicity method I've used and talked about in some of my own books. I'm glad to see it fleshed out, brought up to date, and explained in a practical, easy to grasp way.
For a small business owner competing against giants with inflated PR and marketing budgets, this technique will level the playing field, and possibly let you beat them, all for the cost of being quick, creative and smart. The best part is, anyone can do it.