Newsjacking is a content and PR strategy that involves quickly creating relevant content or commentary tied to a current breaking news event or trending topic, aiming to capture attention and media coverage while public interest is at its peak.
Because newsjacking relies entirely on timing, it requires the ability to produce genuinely relevant, well-considered content extremely quickly, often within hours of a story breaking, before public attention naturally moves on to something else.
Successful newsjacking requires a genuine, credible connection between the business’s expertise and the news event, since forced or irrelevant attempts to capitalize on unrelated news can come across as opportunistic rather than genuinely insightful.
We consider newsjacking opportunities as part of our Digital PR work when genuinely relevant moments arise.