Is newsjacking an underrated PR strategy?

Newsjacking—leveraging a breaking news story to insert your brand, client, or expertise into the conversation—requires speed, relevance, and precision.

Most clients want to be the story—unless it’s a scandal or negative news, of course—but struggle to find ongoing traction in the media without the hooks of announcements, surveys, new major hires, or business wins.

Here’s how to be more than this and newsjack yourself effectively.

1. Monitor the News in Real-Time

Stay ahead of the game by tracking trending topics using tools like:

• Google Alerts
• Twitter/X Trends
• Newswires (Reuters, Bloomberg, AP)
• Social media mentions of competitors 
• Industry-specific media (Law360, HR Daily, The Australian Financial Review, Nikkei Asia, etc.)

2. Move Quickly – as in now

News cycles move fast. If you want to be part of the conversation, react within hours, not days.

Journalists need expert commentary while the story is still hot. Today. 

3. Provide a Sassy Angle

Don’t just repeat what’s already being said. Offer fresh insight, expert analysis, or a contrarian perspective that adds value.

Some approaches:

• Expert Commentary: Provide analysis that simplifies complex issues.
• Industry Impact: Explain how this affects businesses or consumers.
• Data & Trends: Use proprietary insights to support your POV.

4. Pitch Journalists Directly

Find relevant journalists covering the story and offer them a quick quote or interview.

Keep it short, clear, and tailored to their beat.

Example email subject:
📢 Expert Available: AI Legal Tech’s Impact on [Breaking News Topic]

5. Use Owned Channels to Amplify

If you don’t land media coverage, leverage your own platforms:

• Post expert takes on LinkedIn, X, or company blog.
• Engage with journalists’ posts to increase visibility.
• Draft a quick opinion piece for industry media.

6. Avoid Newsjacking Pitfalls

• Don’t force relevance—if it’s not a natural fit, it won’t work.
• Avoid sensitive topics (e.g., disasters, tragedies) unless you can contribute meaningfully.
• Be factual & professional—your ongoing credibility matters. 
• Be willing to be asked again for your views – the holy grail of media relations. 

What has worked for you as a newsjacker? Let us know.