Around the clock, stories break that spark industry-wide conversations. For companies, this presents the perfect opportunity to build credibility and showcase their expertise. While every business has something to say, the challenge is to provide meaningful insight before the conversation moves on.
Owning the conversation
Newsjacking helps companies stand out, regardless of their size. This is especially true for fast-growth technology companies who are leading the way in bringing innovations to market. This competitive edge places them in a position to offer the fresh perspectives, and insight journalists are looking for.
For many, newsjacking offers a way to build visibility without relying on larger campaigns. Rather than trying to drive momentum from scratch, companies can apply their expertise to timely stories already attracting media and public attention. This can help raise their profile, position them in front of new audiences and create opportunities to be featured in wider stories alongside fellow market leaders.
Every small, well-timed contribution can open the door to many more. A single comment on a breaking story can lead to a journalist relationship, a bigger media opportunity or a gateway to further debate.
Don’t wait for the headline
It is no longer enough to simply join the conversation; companies need to establish what they are going to bring and what they want to be known for. This requires businesses to take the time to define a focused set of topics that align with their specialist knowledge and company messaging. This preparation allows companies to identify relevant stories quickly, respond with a stronger perspective and gives journalists a reason to listen.
While knowing what to say is important, it is essential to know who should say it. Having the right spokesperson at the ready can determine whether a comment gets selected or overlooked. For example, a CEO may be best placed to contribute to a business story, whereas other members of the executive team, like the CTO or CFO, bring niche expertise and authority in other scenarios.
Speed is another critical factor in the equation. When a story is moving quickly, having the confidence to produce a relevant comment quickly can make all the difference. Having prepared commentary is a strong start, as it helps companies respond to rapidly developing stories, but there are many other ways in which they can ensure their responses are timely and relevant. Monitoring journalists, specific keywords and topics can help companies follow the news cycle, identify relevant opportunities and respond as quickly as possible.
Make your moment count
Newsjacking works best when a spokesperson has something genuinely useful to say. So, it is essential to forget the product plug and marketing spiel when drafting a comment. Journalists want expert insight, fresh perspectives and relevant information that adds to a developing story.
The best comments are clear, factual and ready to cut-and-paste into an article. While coverage is never guaranteed, being relevant, fast and clear can help drive positive results.
Newsjacking is more than simply jumping on the latest headline. It’s about adding value, demonstrating expertise and saying something impactful.
