One thing you can find in most news pieces, whether that is live TV, radio, podcasts or written news, is an expert opinion to add variety and back up the statements in the article. Has this person – or their PR support – jumped on the news agenda to get there?
“Newsjacking”, as it is called, is when you leverage breaking news stories and add your thoughts, opinions and expertise. So, what does this look like, and why is it beneficial to your institution?
Firstly, it goes beyond the requests from journalists for experts to provide comment for a piece they’re working on. These are requests that we often receive and the topics are vast and varied. We could have a request for comment from a geopolitical expert on the current conflict in Ukraine, for a sporting event, or for a leadership expert who wants to write about Gen Z in the workplace.
For more “breaking news” stories, the journalist will usually look for a short comment, maybe 200-300 words, to be written by the expert and shared with them in a very short timeframe. This can be as little as one hour, usually within the space of a day. The short time frame may seem intense but it is because, with breaking news, there is a fleeting moment in time where the article will be most relevant and incredibly pertinent. It’s also often in the public interest to report quickly. This means that if they give us a deadline of 11am to provide comment by, if it’s even a second later it may not be used.
So this reactive sort of newsjacking on breaking news stories can be challenging due to the time constraints, but it is worth it. So, whether the journalist is looking for a quick call, or just some written comment, make the time. Stories like that have the potential to go viral around the world, meaning the coverage for your school will be fantastic, and you can position yourself as a world leading expert in the relevant topics.
But what about proactively newsjacking?
Think about what is in the news now. There are fresh topics every day, but often there are also recurring themes. For example, ongoing conflicts across the world, elections, economic shifts, or even Taylor Swift concerts. All of these topics and more can be found in the news each and every day.
These provide us and you with a plethora of opportunities. This is where we can make the news work for us.
PR professionals like us are constantly looking for new angles to make a pitch stand out. For example, right after UK Prime Minister Keir Starmer said he wouldn’t work past 6pm on Fridays, this article was published on People Management with a leadership angle. Or, if you google “leadership lessons from Taylor Swift”, there’s a multitude of articles telling you what can be learned from the chart-topping star right at the time her Eras tour is regularly making headlines. This is another example of what could be great proactive newsjacking.
These opportunities can have a similarly tight timeframe, where a very short turnaround is needed for comment. But these topical pitches could also lead to opinion article commissions, interviews or podcast opportunities. That is part of the beauty of PR – lots of possibilities!
Particularly for business schools, applying leadership lessons to appropriate news stories and themes is a wonderful way to get your academics’ expertise far and wide, and again, really reinforces your position as a relevant global leader in management.
But is newsjacking always a good idea?
Sometimes knowing when not to comment is just as important as accepting an opportunity to comment. We use our ability to “read the room”. Some topics are just more sensitive or divisive than others, and learning when to hold back can be equally as important as speaking up. The most important thing to note about newsjacking is when it is appropriate and when it isn’t. Understand what conversations you want your brand to be a part of.
And if you or your faculty are concerned about interviews, or any press opportunities, perhaps it is worth exploring the option of media training. This way, your faculty will enter opportunities feeling confident and prepared, and so can you! And of course, we are always happy to help.
Finally, it’s good to note that newsjacking is also a wonderful opportunity to build relationships with journalists and media outlets. Helping them out by sharing your knowledge on different timely topics is something that they appreciate, and they may look for your school specifically at another time for another piece that they’re working on.
In short, what is the power of newsjacking for your school? It reinforces your leadership of key topics, boosts your global reputation, highlights your expertise. And most importantly, it shows that you have your finger on the pulse at all times. Commenting on different topics of either local or global news can prove your dedication to educating your students about the world as a whole. And they don’t always have to be serious, there’s always special take out there for you to utilise for your own viral moment! Go and find it!
Georgina is a friendly and dedicated PR professional, committed to producing and sharing compelling stories that achieve impactful results for impressive clients such as EHL Hospitality Business School, ESSEC Business School, Asia School of Business, and many more around the globe.
