The Only Anti-Aging Cream Kids Should Buy…
This campaign from Kiehl’s is wonderful for so many reasons. But the reason it works? Let’s delve in……
Newsjacking can be a great way to generate awareness for your business by ‘hijacking’ the news agenda. Not only does it show you’re up to date with the latest news and cultural moments, but it works great for SEO and to boost engagement across social media.
Sometimes hijacking a moment could be as simple as jumping on a moment – a celebrity blunder, a city blackout, an unexpected sports result – for a lighthearted, relevant social post. In PR terms, it could be a news story that you could provide expert opinion or commentary, such as a change in government policy or a social movement.
The most important part is finding the place you want your brand to be – where you are comfortable and able to resonate. Do you want your brand to be fun and irreverent? Jump on a cultural moment. Do it right, and your brand can resonate with people at an opportune time. But fair warning, do it wrong and you may risk it backfiring on your business.
Or do you want it to be seen as an authority in your field? Find a story where you can provide your expertise. Journalists are always looking for opinions and expertise for the latest news stories.
We will dive into some examples in part two of this post, but for now, here are a few ways you can start:
Create a plan. Make it easy for yourself to respond quickly. List topics relevant to your brand and have your expert or spokesperson on hand to respond quickly.
Set up Google Alerts to monitor key topics. The news agenda moves quickly, and so must you. Google Trends is another useful tool to keep on top of what’s being talked about both daily and over time.
Use social media to your advantage – see what’s trending on Twitter, what people are talking about on LinkedIn, and even the latest viral move on TikTok. How can this relate to your business? How can you add value?
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