How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage
David Meerman Scott
This book can be downloaded and read in iBooks on your Mac or iOS device.
IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION.
The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.
Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends.
In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news.
Newsjacking will provide you with:
Tools that you can use to monitor the news Case studies and examples that demonstrate how to strike at the right time Information on how to make your content available online for journalists to find The potential risks of newsjacking Keys to developing the real-time mindset required to succeed with the strategies presented in the book
Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.
Newsjacking is compelling and relevant
This is an important read for all business practitioners. It moves the concepts of "New Rules of Marketing and PR" forward and leaves the "old staid" PR firm/approach in it's wake.
This outlines the process of interjecting your stories into breaking news and events. Example after example are provided whereby this process and mind shift can generate media coverage (and relevancy) for your organization. Additionally, this book is full of compelling infographics and blueprints.
David Meerman-Scott once again plays the forward-thinking evangelist for rethinking our words (delete the corporate-speak) and our rules-of-engagement with the public.
This is a "must read" and a "must discuss" for all organizations and entities where mindshare is important.
If it's good enough for Oakley...
Bravo David, again I find you leading the digital revolution charge by publishing a digital only book with timely information on the strategy of newsjacking. Did that term even exit before you wrote about it?
A fast read with super recent examples, I feel compelled to jack my first breaking news story to see how it works. In light of how the media truly dedicate themselves to provide all the facts for every story (sarcasm hyperlink inserted) normal people now have a strategy to use that medium to the benefit of all.
At the very least, it makes the news coverage that much more entertaining!
Would have liked more examples of small businesses newsjacking
This is the first ebook I have ever read. I loved being able to view websites and articles while reading this book. This is definitely the future of reading. I was a little let down by this book. World Wide Rave is one of the most inspiring books I have ever read. I was hoping to be as inspired by this book and the examples but wasn't. It seems like this book is more relevant for bigger companies and people who already have a name for themselves. I would have liked more examples in general and specifically more examples of how smaller companies and startups can newsjack to earn credibility and get their name out there. I still have a lot of respect and admiration for David Meerman Scott but this book just didn't seem to be as relevant for me and my company as his other books. Maybe I missed something...