Newsjacking

Newsjacking

The term newsjacking originates from English and is a combination of the words news and hijack. The concept was introduced by David Meerman Scott, an American marketing strategist and author, who published the book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage in 2011.

The idea behind newsjacking is that companies and brands respond quickly to breaking news by linking their own marketing message to a news story. In doing so, they aim to capitalize on the attention the news receives and generate greater exposure for their brand or message. Thanks to social media and AI, organizations can now respond to current events faster than ever before.

However, it is important that the message is relevant to the news story and fits the brand. When newsjacking is used in an inappropriate or opportunistic way, it can lead to negative reactions and damage a company's or brand's reputation. Careful consideration of timing, context and tone is therefore essential.