Think smart, act fast: how to hijack the news
News hijacking is one of the most effective, but difficult, tactics in the toolkit of a PR professional.
Time is of the essence in media, and the same goes for public relations. Knowing precisely when to plug your story into the news cycle can make or break your PR effort.
One of the most effective, but difficult, tactics we have as PR professionals is ‘news hijacking’. It means spotting news as it breaks to offer insights from your client that help the journalist build their story.
When executed well, news hijacking can be a powerful driver of publicity.
But news develops quickly, and journalists’ deadlines are tight. How do you make your client part of the conversation? It requires a combination of skill, speed, and having an eagle eye for spotting relevant stories.
Crack the cycle
When news breaks, journalists are under pressure to get their story out fast. They are looking for fresh perspectives, from authoritative and knowledgeable contributors, to add weight and resonance to their piece.
As PR consultants, it’s our job to spot opportunities for our clients to shine. Here are our tried and tested tips for successful news hijacking:
- Constant monitoring. Spot the story, before it becomes one. Our media monitoring colleagues are experts at crawling through hundreds of news outlets and sources, and have developed a special sense for knowing what’s going to break.
- You snooze, you lose. If you’re too slow, the opportunity is gone. You need to know your client, their views and the topics they want to engage in so both of you are ready to pounce.
- Zero in on your target. Target the right journalist and outlet. You need to know what they’re writing and tailor your pitch to their specific needs – one size does not fit all.
- Add value. Your pitch should not only be topical and relevant, but original. Make sure your client brings a different angle, or a comment that sparks debate.
- Stay close to your client. Newsjacking only works if your client can speak to media on the spot. This requires commitment, flexibility and speediness from the PR consultant – and the client too.
While news hijacking sounds like a hostile tactic, it’s the basis of good relationship building between your client and the journalist. When you’re able to help the journalist build their story, they will come back to you next time, making it a virtuous circle.
Curious about other PR tactics? Read more about the PR solutions we offer.
