In today’s fast-moving media landscape, brands no longer have the luxury of waiting for the perfect moment to tell their story. The best PR strategies aren’t just proactive—they’re reactive, tapping into the breaking news cycle to secure instant relevance. Enter newsjacking, the art of hijacking a trending news story to insert your brand’s voice, expertise, or perspective. When done right, it’s a high-impact, low-cost way to generate media coverage, build credibility, and stay ahead of the competition.
What is Newsjacking?
Coined by marketing strategist David Meerman Scott, newsjacking is the practice of injecting your brand or thought leadership into a trending news story to gain media attention. Unlike traditional PR campaigns, which require careful planning and long lead times, newsjacking is about speed, timing, and relevance.
Think of it as riding the wave of breaking news—whether it’s a major corporate announcement, political shift, pop culture moment, or even a viral meme—before it peaks and fizzles out. Journalists are always looking for expert commentary and fresh angles, and if you can provide value, your brand can land in major publications without a hefty ad budget.
Why Reactive PR Works So Well
The beauty of newsjacking lies in its ability to:
1. Capture Instant Media Attention
Journalists and editors work under intense deadlines. When a big story breaks, they need expert sources and relevant quotes—fast. If your brand can provide insights or a unique perspective, you dramatically increase your chances of being quoted in high-profile media outlets.
2. Position Your Brand as an Industry Authority
Newsjacking isn’t just about getting press—it’s about credibility. By aligning your brand with timely discussions, you establish thought leadership. If a cybersecurity breach makes headlines, and your company provides cybersecurity solutions, offering expert commentary makes you a go-to voice in your industry.
3. Drive Viral Engagement
Reactive PR extends beyond news outlets. Timely takes on trending topics can fuel social media engagement, sparking conversations that elevate brand visibility. Think Wendy’s infamous Twitter roasts or brands that cleverly insert themselves into Super Bowl ad discussions. These moments create viral buzz, keeping brands top-of-mind.
4. Outshine Competitors
Speed gives you an edge. If you’re the first to respond to breaking news with a compelling take, you gain the spotlight before competitors can react. Brands that master real-time PR can consistently dominate industry conversations, leaving rivals scrambling to catch up.
The Key Ingredients for Successful Newsjacking
Not all newsjacking efforts land well. To avoid coming across as opportunistic or tone-deaf, follow these key principles:
1. Act Fast—But Be Strategic
The news cycle moves quickly, and missing the moment means missing the opportunity. Set up Google Alerts, Twitter trends, and real-time news feeds for relevant industry topics. Have a PR team or spokesperson ready to respond with a strong, relevant angle.
2. Add Value, Not Noise
Journalists aren’t looking for generic statements. If a trending story relates to your industry, provide expert analysis, unique data, or insider knowledge. Ask yourself: Does my input enhance the conversation, or am I just jumping on the bandwagon?
3. Stay in Your Lane
Not every trending topic is worth engaging with. Focus on stories that align with your expertise, values, and brand identity. A fintech startup commenting on a celebrity breakup? That’s a stretch. But weighing in on economic trends affecting Gen Z spending habits? That’s a perfect fit.
4. Be Authentic and Mindful
Some news events—such as tragedies, crises, or sensitive political issues—aren’t appropriate for opportunistic PR. If you’re commenting on serious topics, offer real solutions or a meaningful perspective, not just a thinly veiled sales pitch.
Examples of Brilliant Newsjacking
Still not convinced? Here are a few brands that mastered reactive PR:
1. Oreo’s “You Can Still Dunk in the Dark” (Super Bowl 2013)
During the infamous Super Bowl blackout, Oreo’s social media team jumped on the moment with a perfectly timed tweet: “Power out? No problem. You can still dunk in the dark.” The tweet went viral instantly, racking up thousands of retweets and cementing Oreo’s reputation for clever real-time marketing.
2. Airbnb’s Response to the 2017 Travel Ban
When the U.S. travel ban sparked global controversy, Airbnb reacted with action, not just words, offering free housing to affected travelers. The move positioned them as a brand that champions inclusivity while gaining widespread media attention.
3. Tesla’s Stock Soaring After Meme-Worthy Earnings Call
Elon Musk’s unconventional style often turns earnings calls into viral moments. PR teams have capitalized on this by turning Musk’s remarks into social media gold, sparking investor interest and media coverage without the need for traditional advertising.
How to Start Newsjacking Today
You don’t need a massive PR team to leverage reactive media. Here’s how you can start:
- Monitor Trends Daily: Use tools like Google Trends, Twitter, and news aggregators to track what’s trending.
- Prepare a Rapid Response Team: Whether it’s your CEO, PR rep, or social media manager, have someone ready to craft quick but thoughtful responses.
- Build Relationships with Journalists: Proactively engage with reporters in your industry so they know to turn to you when relevant stories break.
- Leverage Social Media: If the press doesn’t pick up your take, use LinkedIn, Twitter, and industry blogs to share your insights directly with your audience.
Final Thoughts: Newsjacking is a PR Superpower
The brands that dominate the headlines aren’t just good at storytelling—they’re good at timing. Newsjacking isn’t about chasing trends recklessly; it’s about smart, strategic engagement that positions your brand as an essential voice in the conversation.
So the next time breaking news shakes up your industry, ask yourself: What can we add to this story? If you can provide value fast, you won’t just follow the news—you’ll become the news.
