The fast-moving world of media and reporting demands that we, as PR agencies, recognize and make use of trends. Storytelling is not only a creative process - there is also a great deal of planning behind it. Newsjacking is a means of finding top stories and valid starting points for our communication strategies. We use newsjacking specifically to always have the current status and the latest trends. In this way, thought leadership campaigns and positioning can be controlled and underpinned in a targeted manner.
Using targeted Google Alerts, newsletters, event calendars, relevant trade media, and constant monitoring of the social media and media landscape, we have a constant overview of relevant topics and can approach journalists in a targeted and agile manner with suitable and individual pitches. This increases the quality of our work and our success.
The key component of newsjacking is timing. To be effective, we need to react quickly to bring our clients into the conversation about current events before the news cycle moves on. This means that as a PR agency, we are constantly on the lookout for breaking news and events that correspond to our respective business interests.
So, in careful consideration and consultation with them, we scan the media landscape at regional and national levels. Through tier1 to tier3 media, we keep abreast of trends in news coverage. We are on the move on the relevant social media channels and specifically follow what is happening there via hashtags. Every day, we use selected Google Alerts to scan the reporting on the topics that our clients stand for. We also invest in media databases such as Cision to easily track media coverage. Through Cision, we have access to an exclusive database of global journalists, issue plans, and media analysis. There, too, we use keywords from the field of activity to always be able to generate current topics.
Once a suitable topic has been found, we consult with the media and journalists and prepare our idea as a pitch. Time management and recognizing relevant news is crucial in newsjacking. It is important to deepen and expand the news so that it offers added value.
Newsjacking is an effective tool in PR because it allows companies to react quickly and effectively to current events. By linking our clients to current issues, they can increase their visibility. In addition, newsjacking contributes to expert positioning and thought leadership, as targeted and pointed perspectives on current events can be shared.
Newsjacking is thus an effective PR tool to draw attention to the respective expertise and existing industry know-how in the companies. Current events play an important role in this. With the help of Google Alerts, newsletters, or social media, we can react faster to current events and thus implement successful PR campaigns.
We would be happy to chat about what newsjacking can look like for your company and how it complements existing PR projects.
monoceros is a strategic communications agency based in Berlin. We develop customized, target-oriented PR campaigns for digital disrupters, startups and tech giants. The basis for our outstanding results: Over ten years of PR experience on the corporate and agency side and the motivation to establish an agency with the highest standards. On our monoceros blog we regularly highlight essential topics of our PR work and report on the latest developments from the digital economy.
