Generating national media exposure
As PR professionals, it’s a question we’re asked regularly, but the truth is that in today’s fast-paced news environment, driving national profile isn’t easy. However, that doesn’t mean it’s impossible. In fact, it’s something we’re doing for our clients on a regular basis.
In the past few months alone, we’ve secured coverage in The Financial Times, The Telegraph, The Independent, The Daily Mail as well as broadcasters like BBC Radio Five Live, and other key regional news outlets and trade titles. More often than not, we’ve delivered this through what’s called “newsjacking”.
Hijacking topical and trending news, done effectively, is a great way to increase brand awareness, position key employees as thought leaders and is one of the best tactics for securing high-quality coverage in national outlets.
In my opinion, it’s a really important element of any integrated PR strategy and marketing plan where national media exposure is a key objective.
What is newsjacking?
Also known as editorial hijacking, media piggybacking or issue jumping, newsjacking isn’t a new concept for our industry.
Simply put, it’s about using trending news topics to your advantage. When a news story breaks, journalists will often be looking for independent specialists to provide expert comments or insights – and that’s where we can step in.
As an agency with a strong focus on media relations, digital PR and all the Earned media tactics that come with it, it’s our job to identify potential opportunities and work with our clients to provide journalists with expert comment, insights or opinion on relevant topics as quickly as possible. It’s a tried and tested method and through this approach, we’ve consistently secured coverage in top target outlets across a range of different sectors and industries.