Is Newsjacking a Legitimate Tactic

My friend David Meerman Scott just released an all digital book called Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.

newsjackingThe idea behind this very quick read is to involve your brand in some breaking news story using real time tools to garner some of the publicity by being a part.

Here’s my take – this book is not for everyone. In fact, many people should not read it because the tactics Scott talks about require a great deal of strategy, subtlety and grace to pull off effectively. There are many pitfalls to newsjacking done wrong and I suspect many people will misuse Scott’s message and means.

Scott gets how to do this like few do and he’s studied both the good and bad, but make no mistake this is both a powerful and legitimate tactic only for those who use great restraint and know how to strategize on the fly – if that’s you – you need this book.

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  • David Meerman Scott

    John — thanks for the review! You’re right that newsjacking is not for everybody. But for those who are clever, it can be incredibly powerful. 

  • Steve Johnson

    You make a good point. Newjacking “requires a great deal of strategy, subtlety and grace to pull off effectively.” Not the strong suit for many marketers. But a powerful tool if you have the right team and the right attitude. My take at

  • Marla Hughes

    I agree that it’s not for everyone, especially in some markets. Most news is controversial in one way or another and the last thing we want to do as small local businesses is to alienate a large portion of our potential client base.
    I’ve been advising a slightly different tack: a small business owner uses target marketing research to determine what they’re market is interested in and write about their interests in a non-controversial way, perhaps giving both sides of any news story, but concentrating on safer subject matter for the most part. Newsjacking may garner more eyes on the page, but end up being a net loss in the long run. 

  • Direct Mail Los Angeles

    Great tactic but true that it is not for everyone. Taking advantage of real time issues can assure you the possibility to generate more traffic or attention towards your brand. But when you do this wrong there are more eyes looking at your way too. Really nice topic… 

  • Jakob Horn

    But what is for everybody, really? 

    PR as a discipline – also done the old way – is not for everybody and can easily be misused. 

    I see it as a perfectly legitimate PR tactics. All PR is in some way about hijacking the attention of medie users. This tactic just shifts the power from the wealthy and powerful to the clever and creative. 

    • ducttape

      I agree, just making the caution that people will screw it up if they don’t know what they are doing.

  • roeldelange

    Great Example of Newsjacking: Wild Turkey Bourbon wants Obama’s pardoned Turkey as an official “spokes bird”.

    • ducttape

      That is a good example – thanks