Editor's Note: The following is a guest Marketing Mulligans post written by Anthony Hardman, PR manager at SecureState, and originally appeared on Ragan's PR Daily. Although the term has only been around for several years, newsjacking has been a popular and highly-useful media relations tactic for securing coverage for decades. So how can you effectively leverage newsjacking to generate visibility for your brand? Read Hardman's solid tips below for valuable insight on how to pull this off.
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Newsjacking, the strategy of promoting your
brand through breaking news, can launch the organization you represent into the
national spotlight. The challenge is making your pitch stand out in the sea of
competing messages as the breaking news story grows legs.
There’s also the question of choosing the
right story. “Newsjacking” doesn’t have a positive connotation.
It’s imperative that you make sure you inject your brand into a story that’s appropriate for
it to get involved in. Otherwise, you’re going to look opportunistic
or clueless.
Target made national headlines recently, due to a data
compromise involving as many as 100 million customer accounts. This was a
perfect opportunity to promote my organization, SecureState,
as we are one of only 11 security firms authorized to investigate credit card
breaches in the United States. I realized that this was the story that set us
apart from everyone else, so I went to work.
1. Standing out.
The first key to earning media attention is
determining what you can add to the story that no one else is talking about.
For SecureState it was that we could comment
on what takes place during a data breach investigation. For retailers, it could
be an example of how they've gone above and beyond to ensure customers’
security.
2. Start with existing relationships.
Once I found the news peg and crafted my
pitch, I quickly pulled up all my media contacts who might be interested in the
story, and I started making phone calls. (It's OK to pick up the phone
sometimes).
Within 30 minutes, I had scheduled two local
television stations to come to our office, and secured live in-studio time for
a 7 p.m. broadcast.
3. Mine your media database and target your
pitching.
The next step was firing up my Agility media database and creating a list of targeted
contacts to pitch.
To save time, I exported relevant security
and national contacts into my list from previous media relations campaigns.
Then, I performed a targeted search for consumer advocate reporters, sifted
through the list, and added the remaining contacts to my distribution list.
I sent my pitch out and monitored the
analytics. Generally speaking, I avoid sending out a mass email, in favor of
more targeted and personal messages. However, in cases when time is limited,
such as a newsjacking or when you must communicate broadly in a crisis, a
broadcast email is appropriate.
Over the course of the next two hours, I
earned multiple interviews with a variety of media outlets, including the Los Angeles Times and numerous
trade publications. A follow up email pitch landed more coverage, including an
interview on “PBS Newshour.”
4. Respond to queries.
PR Newswire's ProfNet and Help a Reporter Out
(HARO) are great resources for connecting with journalists, and during the news
cycle around the data breach, I responded to several requests for experts,
using my unique pitch.
A reporter from the Associated Press (AP)
issued a query on Profnet and immediately responded to my answer. I knew I had
struck media relations gold when he requested an interview. Once the story hit
the AP wire, we were mentioned in local regional outlets from Hawaii to New
England, as well as many national outlets.
5. Branded media.
In addition to using several channels to
deliver my pitch, I also assigned two of our internal experts separate blog
posts to provide detailed insight into the incident.
I edited and published the posts and promoted
them through every possible channel, which included social media and a news release promoting the articles.
The press releases we’ve issued over PR Newswire are the second largest source
of traffic to our website.
When the dust settles
After what became one of the busiest days of
my career, I earned a plethora of media placements, including wire syndication,
and developed new relationships with journalists whom I can contact for future
stories. As of this writing, the media coverage includes ABC News, NBC News,
NPR, CNBC, and a live appearance of our CEO on “PBS NewsHour.” Experts from the
CEO to staff-level consultants earned mentions all over the country, and I
positioned SecureState as a leading source on data breach investigations.
By creatively using the PR tools I had in place, I
capitalized on the opportunity, earning significant media placements for my
company by creating, pitching, and distributing relevant stories and unique
perspective to the right people.
Most PR teams are challenged to do more work with fewer
resources, but the good news is that the tools most of us already have in place
enable one person to stay on top of trends and deliver responses across a
variety of channels. When you’re flying solo, you have to be agile and use what
you have.
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