Newsjacking is a key media tactic used to generate coverage by responding to breaking news. Read this guide to learn how to perfect your media pitch and get involved to add value to a news story.

1. Newsjacking
A practical guide to get involved in
the discussion

2. What is newsjacking?

3. Newsjacking
Why do it?
Newsjacking is the smartest and most effective
way to generate coverage. Journalists are more
likely to listen to your side of the story, if they are
already covering that story.
The good news about newsjacking?
Everyone can do it!
What is newsjacking?
the tactic of quickly responding to a breaking news
story by providing an expert opinion that sheds a
new or different light on the subject.

4. Newsjacking
Tips & Tricks

5. Newsjacking: 7 basic ingredients
1. Catch the wave
2. Adopt an editorial mindset
3. Plan for spontaneity
4. Stay original
5. Invent your own event
6. Stay genuine and relevant
7. Create a platform

6. The perfect pitch: 4 rules
Speed
The sooner you can get a reaction in front of a
journalist, the higher the chance you will be included
in the second paragraph.
Proof
If you can’t prove what you’re saying, it’s probably not
worth writing about.
Audience
Keep the audience of a journalist in mind: what do
they already know and what is the tone of voice?
Method
Sometimes it’s better to leave a comment below the
article. At other times you should contact the
journalist on the phone or by email.

7. Adding value to the discussion: five key ways
Disagree with what has been stated in the article.
Add something to the discussion that wasn’t
mentioned before.
Explain why or how something happened.
Illustrate a news story with real examples.
Predict how the future will evolve.

8. Newsjacking &
online

9. Newsjacking in the online age
• Speed is more important than ever
• Company experts should build their
online reputation through blogs and social
media
• Take control with brand journalism: you
don’t have to rely on external influencers

10. PR versus Advertising
3 fundamental differences between newsjacking in PR and advertising:
Owner
PR: The expert
Advertising: The brand
Context/goal
PR: Discussion > claim thought leadership
Advertising: Get noticed > brand awareness
Target audience
PR: Influencers
Advertising: Prospects / clients

11. The wrap-up

12. The wrap-up
Monitor what happens in the media and on social
channels.
Get involved in the discussion and show your
expertise: you probably are more knowledgeable
than the journalist.
Add to the discussion new insights, proof points or
cases.
Start sharing your expertise on your owned channels
and earned media to build your online reputation and
SEO profile.

13. Download the full eBook for a more
comprehensive guide on how to plan,
manage and execute the newsjack. This
white paper provides tips and tricks on:
• The basics of newsjacking
• The perfect media pitch
And more…
To download the eBook go to:
http://www.lewispr.co.uk/Insights/Newsjacki
ng.aspx
A Practical Guide To Newsjacking