How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage
David Meerman Scott
This book is available for download with iBooks on your Mac or iOS device, and with iTunes on your computer. Books can be read with iBooks on your Mac or iOS device.
IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVYOPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIAATTENTION.
The rules have changed. The traditional PR model—stickingclosely to a preset script and campaign timeline—no longerworks the way it used to. Public discourse now moves so fastand so dynamically that all it takes is a single afternoon to blastthe wheels off someone’s laboriously crafted narrative.
Enter newsjacking: the process by which you inject your ideas orangles into breaking news, in real-time, in order to generate mediacoverage for yourself or your business. It creates a levelplaying field—literally anyone can newsjack—but, thatnew level favors players who are observant, quick to react, andskilled at communicating. It’s a powerful tool that can beused to throw an opponent or simply draft off the news momentum tofurther your own ends.
In Newsjacking, marketing and PR expert and bestsellingauthor David Meerman Scott offers a quick and punchy read thatprepares you to launch your business ahead of the competition andattract the attention of highly-engaged audiences by takingadvantage of breaking news.
Newsjacking will provide you with:
Tools that you can use to monitor the newsCase studies and examples that demonstrate how to strike at theright timeInformation on how to make your content available online forjournalists to findThe potential risks of newsjackingKeys to developing the real-time mindset required to succeedwith the strategies presented in the book
Newsjacking is powerful, but only when executed in real-time. Itis about taking advantage of opportunities that pop up for afleeting moment then disappear. In that instant, if you are cleverenough to add a new dimension to the story in real-time, the newsmedia 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...