Digital PR and newsjacking are powerful techniques for brands to connect with target audiences and insert themselves into trending news stories. By leveraging real-time events, brands can gain earned media exposure and increase awareness.
What is Digital PR?
Digital PR utilizes online channels and social media platforms to build brand awareness and engagement. It focuses on storytelling across digital spaces to shape perceptions and drive conversations about a company.
Common digital PR tactics include:
- Optimizing content for SEO and sharing across owned media channels
- Securing features and mentions on industry websites, blogs and influencer accounts
- Promoting content, products and initiatives across social media
- Monitoring online conversations and responding to questions/feedback
- Building relationships with the media and bloggers to secure digital coverage
- Publishing compelling owned media assets like videos, infographics and podcasts
Digital PR allows brands to connect directly with target demographics online and establish thought leadership in their space. It provides more opportunities for brands to get their message and stories out in an increasingly digital media landscape.
What is Newsjacking?
Newsjacking is a PR technique that capitalizes on trending news or current events to inject a brand into the narrative and generate media coverage. It is about responding quickly to external stories to share a relevant brand perspective.
There are two main approaches to newsjacking:
1. Piggybacking – Tying brand messaging to trending hashtag conversations on social media. Eg: Joining in on popular hashtags like #ThrowbackThursday with branded throwback content.
2. Content Creation – Creating, publishing and distributing owned media assets (videos, blog posts, infographics etc.) that provide commentary, insights or resources related to breaking news moments.For example, during the COVID-19 pandemic in 2020, many brands created and shared content that addressed the crisis, supported affected communities or highlighted social distancing products and initiatives.
Keys to Successful Newsjacking:
- Monitor trending topics and hashtags to identify opportunities to chime in.
- Use social listening and trend reports.
- Be nimble and responsive. Newsjacking requires brands to react quickly before the trends and topic lifecycle expires.
- Add value. Avoid blatant self-promotion. Offer useful insights, resources or solutions related to the news story.
- Be creative. Experiment with different formats like parody videos, gifs and meme-style visuals that fit the tone of trending stories.
- Localize trends. Tailor messaging to connect national viral stories with local audiences.Monitor results and conversations. See which tactics resonate and adjust accordingly.
Benefits of Newsjacking for Digital PR Results:
- Increased reach and engagement – By tapping into stories that are already trending, brands can rapidly expand audience size and exposure.Improved brand visibility – Inserting a brand into hot news topics and zeitgeist moments boosts public awareness.
- Perceived relevancy – Aligning with current events shows a brand is in tune with what’s happening and responsive.
- Earned media – Newsjacking can help secure press mentions as journalists seek out commentary on the stories they are covering.
- Relationship building – Thoughtful commentary and adding value helps build community with target audiences.
Risks and Considerations:
- Appearing opportunistic – Avoid overt sales pitches or self-promotion without clear relevance.
- Getting the tone wrong – Be thoughtful about sensitive topics and do not trivialize serious issues.
- Acting too fast – Vet content thoroughly before publishing to avoid mistakes or misinformation.
- Sustainability – Don’t rely solely on reacting. Balance with proactive initiatives that build long-term brand equity.
Conclusion
In summary, digital PR and newsjacking allow brands to capitalize on real-time trends, engage online audiences directly and increase share of voice. By providing value and thoughtful commentary, brands can organically embed themselves into viral stories and current events. It requires agility, constant environmental scanning and creativity. When executed strategically, it can become a core part of building digital-first PR programs