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

David Meerman Scott
4.3 out of 5 stars  See all reviews (37 customer reviews)

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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; 1 edition (November 7, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B0065MKMMS
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #104,233 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
22 of 25 people found the following review helpful
2.0 out of 5 stars Interesting Concept, Terribly Short on Info...Overpriced November 16, 2012
Format:Kindle Edition|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.
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14 of 17 people found the following review helpful
5.0 out of 5 stars Newsjacking Is Now Critical to Content Marketing November 12, 2011
Format:Kindle Edition|Verified Purchase
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.
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7 of 8 people found the following review helpful
1.0 out of 5 stars Save your money March 12, 2013
Format:Kindle Edition
I was very excited to hear about this book. But what a disappointment. I read it in less than an hour. The whole thing could have been summed up in one short magazine article. Save your money.
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7 of 8 people found the following review helpful
5.0 out of 5 stars 7 Reasons To Study Newsjacking by David Meerman Scott December 17, 2011
Format:Kindle Edition|Verified Purchase
Bottom Line: I highly recommend studying Newsjacking. It's informative, quick-to-read, and filled with insightful how-to-examples. In fact, Newsjacking and Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Noware required reading for any marketing/PR executive, business owner, or brand manager who wants to capitalize on media opportunities generated by the real-time Web.

1. Clever Newsjacking Generates Media Bonanza Opportunities

And, We All Can Do It! David defines "newsjacking" as publishing your personal angle, ideas, or perspective into a breaking news story / event to earn media coverage for your company, brand, or products / services.

Help Journalists Write Their Second Paragraphs. When hot news strikes, journalists scour the Internet via search engines (i.e., Google) and social media (i.e., Twitter, blogs, etc.). Why? They're seeking additional content (e.g., details, opinions, etc.) that can differentiate the point-of-view in their individual news stories.

That differentiating point-of-view or compelling content is the "second paragraph." Journalists seek second paragraph material that:

* Delivers credible, authoritative, and valuable information / perspective

* Describes "why" something happened

* Interprets the event's impact and future implications

Credible Second Paragraphs Can Earn Massive Media Attention. Be fast, use targeted keywords, and provide valuable context in your Tweets and blog posts so journalists can find your contribution to a story with Google searches.
Read more ›
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4 of 4 people found the following review helpful
2.0 out of 5 stars Newsjacking is not an ebook, it's a blog post September 26, 2013
By Elie
Format:Kindle Edition
Quite interesting, but way too short.

If you google the term "newsjacking" you will find 2-3 Hubspot articles, which cover everything you can find in this blog post... mmmh, I mean "ebook".
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3 of 3 people found the following review helpful
5.0 out of 5 stars What I learned from Newsjacking December 11, 2011
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.
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Most Recent Customer Reviews
5.0 out of 5 stars Excellent guide to making your message relevant to the media...
I bought this book a few years ago and decided to finally write a well deserved review.

The reason why is because I've used the concept of "News Jacking" to drive tens... Read more
Published 2 months ago by Brian T. Edmondson
5.0 out of 5 stars For smart, intrepid markers
One of my favorite marketing books I've read this year. First, I'd recommend reading it in conjunction with Ryan Holiday's "Trust Me, I'm Lying," for a more comprehensive... Read more
Published 5 months ago by Alex
5.0 out of 5 stars Newsjack if you dare!
Loved it,

I had a sense of what it was before I read the book. David makes it seem easy but equally lays out the risks and pitfalls. Read more
Published 5 months ago by Nick Kellet
5.0 out of 5 stars Great PR technique!
Never really gave this technique much thought, but am now convinced this is a must-know tool for my PR practice. In today's digital age, you must know about this.
Published 6 months ago by Charles T. Rogers
1.0 out of 5 stars don't buy
This book is complete crap. I stopped reading afyer the 10th page. Offers nothing new. I seriously want my money back.
Published 7 months ago by Michael Jones
3.0 out of 5 stars Newsjacking is good and simplistic
Very succinct...close as to whether it is worth the price. I am already using some of the tips...but like the author said it is a long-term proposition.
Published 7 months ago by Do What You Promise
3.0 out of 5 stars interesting way to garner attention for your brand
Good ideas and great examples that can be used very quickly. Be careful though - some of his techniques can easily be over stepping.
Published 11 months ago by JR Fent
4.0 out of 5 stars Useful and Insightful
Very interesting and insightful PR stories that anyone can use in their own business.
From Larry Flynt or Wynn Hotels, to Richard Branson's PR success stories.
Published 13 months ago by Roger Cusa Pascual
4.0 out of 5 stars How to get free publicity on someone else's story
News Jacking is about riding with a news wave someone else has created. It's about being quick to take the opportunity and use the momentum and journalist's lack of paragraph two... Read more
Published 15 months ago by Antti Pietilä
5.0 out of 5 stars Brilliant and packed with up to date tech Savy tips
Thank you David. This book is a game changer in the PR world. I have read it a few times and keep referring to it as a guide.
Published 16 months ago by Jeffrey James Muir
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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!



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