The Power of Newsjacking
Like all great ideas the new book by David Meerman Scott leaves the reader thinking ‘Why didn’t I think of that?’, and the ideas in this book are great. The book is Called ‘Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage’ and is available by digital download only.
What is it?
The central idea of the book is that your company can gain massive media exposure by becoming part of a news story. To do this you must identify an item of breaking news where you can add value, produce some quotable content then get the content to journalists covering the story or get them to notice it. Your goal – to be quoted in paragraph 2 of as many articles about the story as possible. The net impact of a successful newsjack can be £1000s of free exposure for your company.
Sounds simple doesn’t it? and it is, but there are certain things which are mission critical if you want to be a successful newsjacker. DM Scott tells you how to put the systems in place to discover stories, how to get your article found by journalists researching the breaking news, he gives examples of successful newsjackers including a lady who newsjacked Paris Hilton and a porn king who is a serial newsjacker. He even shows you how to get the journalists bringing stories to you for your input.
For me this is a fantastic book and the techniques are something I am going to encourage my clients to implement. I have immediately become aware of 2 great opportunities recently where one of my clients could have used newsjacking techniques to gain media exposure.
I have not read a Kindle book before and it was just like reading a high quailty ebook. I think it was the right decision to publish it in ebook format because the book is very concise and the links really add to it.
If there is one thing the book is a bit light on it is that DM Scott talks about the necessity for large companies and corporations to put themselves in a position to fend off newsjacking events but doesn’t really say how to fend off a newsjack in progress.
I think newsjacking is going to become much more widespread over the next few months and years. If you are at all involved with marketing read this book now and get ahead of the trend!
Want to be a Newsjacker?
- Put systems in place to monitor news and monitor avidly
- Have the ability to publish at short notice
- Use the right angle and the correct language in communications