Newsjacking

What is newsjacking?

Newsjacking in the context of HR refers to the practice of leveraging current events or news stories to promote a company’s brand or message. Here are a few key points to consider when thinking about newsjacking in the HR context:

Summarise this post with:

• The goal of newsjacking in HR is typically to increase brand awareness and position the company as a thought leader in its industry.
• Newsjacking can be done through a variety of channels, such as social media, press releases, and blog posts.
• To be successful at newsjacking, it’s important to be able to identify relevant news stories and events quickly, and then craft a message that aligns with the company’s brand and values.
• It’s also important to be sensitive to the tone of the news story or event, and to avoid appearing opportunistic or tone-deaf in your response.
• When executed well, newsjacking can help a company stand out in a crowded marketplace and increase engagement with its target audience.
• However, if not done carefully, it can also backfire and damage the company’s reputation.
• Therefore it is crucial to be mindful of the ethical considerations involved in newsjacking, and to ensure that any message or campaign is in line with the company’s values and mission.
• It’s also a good idea to consult with legal and PR teams before implementing a newsjacking strategy to ensure that it is compliant with any relevant laws and regulations.

What is the importance of newsjacking?

The importance of newsjacking lies in its ability to help a company stand out in a crowded marketplace and increase engagement with its target audience.

By leveraging relevant news stories or events, a company can position itself as a thought leader in its industry, and demonstrate that it is attuned to current events and trends. This can help to build trust and credibility with the public, which in turn can lead to increased brand awareness and sales. HBR’s marketing and content strategy research

Newsjacking can also be a useful tool for companies looking to generate media coverage, as it can help to attract the attention of journalists and other influencers. Additionally, by being the first to comment on a particular news story or event, a company can gain a competitive advantage over its rivals.

Furthermore, Newsjacking allows a company to respond quickly to current events, which can be a powerful tool for crisis management. If a company is able to respond quickly and appropriately to a crisis, it can help to mitigate the damage to its reputation, and demonstrate its commitment to transparency and accountability.

In summary, Newsjacking is a powerful tool for companies looking to increase brand awareness, position themselves as thought leaders, and engage with their target audiences in a timely and relevant manner. However, it should be done carefully and with ethical considerations in mind, to avoid any negative repercussions.

Newsjacking vs trendjacking

While both are real-time marketing tactics, newsjacking and trendjacking serve different purposes, and understanding that difference can make or break your campaign.

• Newsjacking is the act of injecting your brand’s message into breaking news stories to gain attention, boost visibility, and ride the media wave.
  
• Trendjacking, on the other hand, is jumping on broader cultural trends — often social media trends — to stay relevant, relatable, or humorous.
  

Key difference? Newsjacking is time-sensitive and tied to actual news events (think: budget announcements, layoffs at big firms, election results), whereas trendjacking leans more into internet culture (like meme trends, viral challenges, pop culture moments).

Think of newsjacking as adding your brand’s voice to the front page, and trendjacking as adding it to the For You page.

How does newsjacking work?

Here’s how newsjacking usually unfolds in the real world:

1. Monitor the news – Brands keep tabs on breaking news using alerts, Twitter trends, and media monitoring tools.
   
2. Identify a relevant angle – Not all news is worth reacting to. The trick is to find a story that aligns with your industry or brand tone.
   
3. Act fast – Newsjacking is a race against time. If you’re late, it looks forced or desperate.
   
4. Create compelling content – Could be a witty tweet, a blog post, a LinkedIn thought piece, or even a short video — the format depends on your audience.
   
5. Publish and promote – Timing is everything. Share it quickly and strategically across the right platforms.
   
6. Engage with the buzz – Reply, reshare, quote-tag — join the conversation to boost reach and relevance.
   

The process sounds simple, but it’s a delicate dance of speed, creativity, and relevance.

Pros and Cons of Newsjacking

Pros:

• Massive visibility – A clever take on a trending story can go viral in hours.
• Brand awareness – If done right, it places your brand right in front of people who might not know you yet.
• Relevance – It shows your audience you’re plugged into what’s happening.
• Low-cost marketing – Often just takes a creative team, not big bucks.
  

Cons:

• Backlash risk – Newsjacking tragedies or sensitive topics can damage your brand.
• Short shelf-life – Once the news cycle moves on, so does the attention.
• Tone misalignment – A funny take on a serious issue? That can backfire.
• Requires speed and skill – If your team’s not agile, it can fall flat or miss the moment altogether.

Newsjacking examples

Let’s break it down with a few notable examples to show what good (and bad) newsjacking looks like:

Smart move:

Oreo – “You can still dunk in the dark”

During the 2013 Super Bowl blackout, Oreo tweeted this in real-time — and it blew up. It was witty, timely, and perfectly on-brand.

Tone-deaf disaster:

Kenneth Cole – Arab Spring Tweet
The brand tried to newsjack the 2011 Cairo protests by plugging their new collection — and it didn’t go down well. The backlash was swift and brutal.

Well-timed and relevant:

Zomato’s Budget Memes

Zomato is known for cleverly tying national budget announcements to food prices and menu jokes. These posts are timely, humorous, and always relevant to their brand.

Corporate positioning:

Patagonia’s “Don’t Buy This Jacket”

Launched on Black Friday, this campaign newsjacked the overconsumption narrative to push sustainability, aligning the message with both current concerns and brand values. SHRM’s talent acquisition and employer branding guidance

Newsjacking, when done well, strengthens employer brand and supports talent acquisition by increasing organic visibility. Using pre-employment assessments alongside a structured hiring plan drives results. Strong talent acquisition focused on skills-based hiring improves outcomes.

Frequently asked questions