commit: 6b2ca8a - #414 (2014-03-05 12:54:44 -0500)
I'm a big fan of this technique, but I'm looking for better tools to pull it off. Anyone know of a tool? (enterprise and non-enterprise level)No, HARO does not count.
I think HARO and Twitter are the only ways to know what reporters are looking for.
I love the post and the whole newsjacking strategy but just not sure how scalable it is. For big brands I can clearly see where this would fit in with their marketing activities - their in-house PR teams can be on hand to work quickly to get content out. Having said this, the failure rate on these kind of strategies is pretty high, so for smaller businesses, could they really justify dedicating the resources to something like this? I'm not completely convinced, but would love to hear your thoughts, Chris (or anyone else!)...
Newsjacking doesn't have to be expensive, lots of small businesses now have a blog and social media channels that can be put to good use & you don't need to spend a large amount of money gathering data from Ipsos Mori if you have an email list and a survey monkey account or use the hundreds of free data resources.
Constantly having your team on standby is a waste of money but having a plan of action so that members of staff can drop non-critical work to help out is common sense.
When there is a logical fit between a particular news story and your brand, and you have an opportunity to present your brand in a "positive" light, then it might make sense to newsjack.
Everyone passed along that Oreo tweet when it came out, and yes, I love it too. But things like that don't happen spontaneously. The head of content at Kraft Foods spoke at Content Marketing World in Sydney a few months back and told the story of that tweet. Oreo had a dozen people at the Superbowl, including designers and marketers, so they had massive resources on hand when the occasion arose.
How many of us can dedicate a 12-person team to a single event and make it look like we just happened to snap up a great opportunity?
good point, but it was one person's idea that ultimately came up with it. And it was spontaneous, that's the whole point of how clever it was, right? It was so simple. I know of a lot of witty designers that could have easily thought that up and whipped up a design, then tweeted it out.. IMO this case truly was about timeliness.