News Jacking

Newsjacking is a commonly used PR technique by specialists. It is a brilliant way to promote your business, engage with your target audience. These opportunities can turn up in unlikely places. But you’ve got to be quick when the opportunity arises.

The term was popularized by David Meerman Scott’s book, Newsjacking: How to Inject Your Ideas into a Breaking News Story and generate Media Coverage. He explained that choosing a news story at the right moment, right content strategy, can generate free media coverage for a business.

  • Usually, current affairs are closely monitored regularly by PR specialists on behalf of the brand. They then pick up a relevant story and newsjack a story by writing a blog, creating a video and infographics.
  • For newsjacking, a company must have quality web content management and social media strategy which is flexible to fit in relevant newsjacking stories.
  • Newsjacking may have a few drawbacks. There are chances of the story getting backfired and cause negative PR for the brands.
  • Lenskart sent an offer to its customers on a text message that says “Shake it off like this Earthquake: Get any Vincent Chase sunglasses up to Rs 3000 for flat Rs 500 by sending to 50 friends @ ” which turned out to be a disaster for them and then sent out an apology message to its customers.


Newsjacking is a fun way to grab the attention of your target audience and media. At times brands also cross each other’s line for the stake of publicity. Basically, get your brand involved in the story before it reaches the peak of its life. It is good to catch it while everyone is talking over it.





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