Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage [Kindle Edition]

David Meerman Scott (Author)

Book Description

IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION.

The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to.  Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.

Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends.

In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news.

Newsjacking will provide you with:

• Tools that you can use to monitor the news
• Case studies and examples that demonstrate how to strike at the right time
• Information on how to make your content available online for journalists to find
• The potential risks of newsjacking
• Keys to developing the real-time mindset required to succeed with the strategies presented in the book

Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.

Product Details

• File Size: 559 KB
• Print Length: 53 pages
• Publisher: Wiley (November 7, 2011)
• Sold by: Amazon Digital Services, Inc.
• Language: English
• ASIN: B0065MKMMS
• Text-to-Speech: Enabled
• X-Ray: Not Enabled
• Lending: Enabled
• Amazon Best Sellers Rank: #132,205 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

Most Helpful Customer Reviews

13 of 14 people found the following review helpful

5.0 out of 5 stars Newsjacking Is Now Critical to Content Marketing November 12, 2011

By Joe Pulizzi

Format:Kindle Edition

First off, this is a two hour (at most) read. Short, actionable chapters packed full of case studies.

I think what I like the best about this book is that most marketers will think that newsjacking is not possible. David Meerman Scott explains that it is completely possible, if you have a real-time mindset within your organization or business. I enjoyed the read and took 3-4 tangible action items away from the book that we are looking to execute now in our business.

For small businesses...this is a critical read and can show you how to get a leg up on the competition with your online content creation and content marketing strategies. For larger brands...watch out. Newsjacking will disrupt your business. You better make sure you ditch the long-term communication processes you have so that you can keep up with the little guys. Time to market with your content makes all the difference for newsjacking to work.

All in all, another helpful DMS book...possibly his best.

10 of 11 people found the following review helpful

2.0 out of 5 stars Interesting Concept, Terribly Short on Info...Overpriced November 16, 2012

By B. Pepper

Format:Kindle Edition|Amazon Verified Purchase

There was little in this "book" that stopped me from marching over to Amazon for a refund. David presents an interesting concept- one I hadn't heard of before- and gave relevant examples of newjacking in action.

The book is short- incredibly short. More like a big blog post. David's got some balls to ask $7 for a "book" that one can read during a lunch break. It briefly touches on each topic, but doesn't go deeper.
"How to Inject your Ideas into a Breaking News Story".... this is essentially mentioned in passing.
"Generate Tons of Media Coverage".... only a small amount of actionable advice- you are largely left to fend for yourself, or rely on luck.

The last 11% of the book is acknowledgements and pimping David's own services. Seriously? The book is short enough without having to dedicate a big chunk of it to meaningless back-matter.

This book was one typo away from me asking for a refund. If David wants this book to do well, perhaps he should update it to warrant the hefty price tag.

3 of 3 people found the following review helpful

5.0 out of 5 stars What I learned from Newsjacking December 11, 2011

By Roger C. Parker

Format:Kindle Edition

I didn't realize how much I learned from David Meerman Scott's Newsjacking until I picked-up a local newspaper and saw a front page, above-the-fold article about an architect spearheading a citizen protest about the redesign of a landmark bridge.

For almost 100 years, the bridge, that connected New Hampshire and Maine, was a Portsmouth icon that was recently closed because of its advanced age.

The proposed replacement bridge was "strictly business," with little aesthetic or civic branding appeal.

Reading the article about the architect and the activist group, I suddenly realized this was an excellent example of what David Meerman Scott describes in Newsjacking.

More important, reading media stories with Newsjacking in mind helped me "see beyond the obvious" and recognize other examples of Newsjacking at work. (Of course, it also inspired me to look for opportunities to do the same.) Thank you, David! You always deliver.

More About the Author

My book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. My popular blog and hundreds of speaking engagements around the world give me a singular perspective on how businesses are implementing new strategies to reach buyers.

I'm the author of other popular books about marketing including Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History and World Wide Rave: Creating triggers that get millions of people to spread your ideas and share your stories.

I am a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world's largest newspaper and electronic information companies. I've lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents.

Check out my blog at www.WebInkNow.com

Important note about my Amazon reviews: You may notice all my Amazon reviews are five or four stars. I read (and write) a lot. I'm too busy to read a book I don't like -- there's just so many great books waiting! If a book doesn't capture my interest within a few chapters, I put it down and don't finish. I won't review a book I don't finish, so all my reviews are of books I've enjoyed and get a lot of stars!