When it comes to public relations and brand awareness, many businesses overlook one of the simplest and most effective PR tactics available: newsjacking.
If you’ve never heard of it—or haven’t yet added it to your PR toolbox—you could be missing out on a powerful way to grab media attention, boost your SEO, and spark conversations that matter.
In this guide, founder Jack Rigby, provides an overview on what newsjacking is, why it works, and exactly how to do it right. Whether you’re a major brand or a small local business, this strategy has the potential to deliver big wins.
What is Newsjacking?
Newsjacking is the process of injecting your brand or content into current events, breaking news, or trending stories in a way that captures attention and adds value to the narrative.
The idea is simple: when the media is already talking about a topic that’s dominating the headlines—whether it’s a celebrity moment, a sports event, a new piece of legislation, or even quirky local news—your brand can ride that wave by offering something extra: sticky content.
This “sticky content” could be anything that helps journalists and audiences make better sense of the story, such as:
- Expert commentary
- Data or research
- Visual assets (images, videos)
- A product or campaign tie-in
- A humorous or emotional twist
When done well, newsjacking provides real value to journalists, makes your brand part of the public conversation, and helps your content get noticed by audiences already tuned into the topic.
Why Newsjacking works
Journalists and editors are under constant pressure to cover breaking stories quickly and compellingly. They’re often on tight deadlines and need angles, quotes, and media assets to shape their content.
That’s where you come in.
If your brand can provide a strong quote, a unique perspective, a relevant visual, or supporting data, you become a valuable part of their coverage. You’re not just pushing your brand—you’re helping tell the story.
And because your content aligns with what audiences are already searching for, it also boosts your SEO by:
- Improving relevance to trending search queries
- Earning high-authority backlinks
- Increasing your website traffic and engagement
How to do Newsjacking effectively
Here’s some easy steps to follow:
- Monitor the News
Use tools like Google Trends, social channels and news aggregators to keep an eye on what’s making headlines in real-time. You can also plan in advance for predictable events like:
- General Elections
- Sporting events (e.g., the World Cup)
- Cultural moments (e.g., April Fools’ Day)
- Awards shows or celebrity anniversaries
- Spot the Hook
Ask yourself:
- What angle can my brand offer on this story?
- Do I have expert insight, relevant data, or a creative spin?
- Can I relate this to my product, service, or audience in a natural way?
- Create Sticky Content
Great stories need a Who, What, When, Where, Why, and How. But they also need to be shareable. Think like a journalist—or even like a pub mate:
- Would you tell someone this over a drink?
- Would you share it on social media?
Your content should stand out. Avoid generic quotes and vanilla commentary. Think:
- Provocative opinions from an expert
- Striking visuals (if there’s no image for a story, create one)
- Data that fills gaps in public understanding
- Products or stunts that creatively link to the story
- Make It Media-Ready
Package your story in a way that makes it easy to pick up:
- Include a press release or media alert
- Provide downloadable images or B-roll
- Offer a quote that has personality (boring quotes get edited down to nothing if used at all!)
- Distribute It Fast
Timing is everything. Send your story to relevant journalists and media outlets while the topic is still hot. Use email, social media, and even direct outreach to make sure it lands on the right desk.
Real-world examples of newsjacking
Some of the best newsjacking moments have come from brands thinking outside the box:
- A psychic octopus predicting World Cup results became an international sensation.
- Legoland created the Royal baby’s first hospital picture moment using miniature figures—going viral.
Creativity is the key. With a bit of imagination, even the most niche business can make a splash.
Can Newsjacking Work for Small Businesses?
Absolutely. You don’t need a massive marketing budget to make this work.
Even your local butcher can get involved, for example:
- Release a new sausage named after a local footballing hero, perhaps this season’s top goal scorer who took you to promotion.
- Create a stunt that ties into a local issue or trending topic – right now potholes are a big local talking point. Why not a picture of your local butcher filling one in with his famous sausage meat because he’s sick of customers complaining and the council not taking action?
As long as your idea is creative, relevant, and media-friendly, the possibilities are endless.
Be bold, be smart
Newsjacking isn’t guaranteed to work every time, and not every idea will stick. But don’t let that discourage you. With each attempt, you refine your approach and learn more about what resonates.
The key is to move quickly, think creatively, and always provide real value—whether that’s entertainment, insight, or a fresh perspective.
So next time a big story breaks, ask yourself: How can we be part of this conversation? Your brand’s next big PR win might just be a headline away.
Want more PR tips?
Follow The PR Barn for more actionable insights and expert guidance on how to use PR to boost your brand. Got a question or want to brainstorm a campaign idea? Get in touch—we’d love to help you make some noise.
