Newsjacking is an effective public relations technique that involves leveraging an already relevant news story and commenting on that news. It can lead to a very successful PR campaign if done right – the key to success is releasing timely commentary that is relevant to business media and its audience.
The Australian Bureau of Statistics (ABS), APRA and the ATO regularly release a wealth of data that often flies under financial reporters' radar. Some of the most notable PR achievements can stem from uncovering crucial yet overlooked statistics buried within ABS spreadsheets, then facilitating client media commentary on these findings. This insightful commentary, paired with a knack for crafting catchy headlines, ensures that reporters receive fresh, compelling content they weren't aware existed.
For instance, when working with wealth management clients seeking visibility on investment trends, a PR expert can track relevant ABS, RBA, and ATO releases relevant to investments, the economy, and markets. On data release days, they can publish media commentaries on newsworthy statistics giving client perspectives, providing rich context and colour before issuing media alerts with attention-grabbing headlines.
But this approach requires PR expertise. Cleverly crafted, newsjacking can consistently secure media mentions for asset manager clients in relevant media that reaches your target audience.
The real challenge lies in ensuring that you don’t look like you are trying to exploit the news story or making your messaging or product the centre of the commentary. The communication is not about blatantly promoting the news cycle but creating a conversation and offering commentary on an important piece of news.
By encouraging clients to contribute their insights, PR consultants can ensure a steady stream of data-backed commentary is prepared for clients that can attract sustained media coverage.
This PR approach benefits clients and the media. Reporters appreciate the value-added commentary, making their job easier while enhancing the quality of their stories with expert commentary on relevant official data releases. This mutually beneficial relationship provides clients with three key advantages:
- Regular media mentions elevate clients as thought leaders in their respective fields, based on insights into nationally significant trends, rather than mere self-promotion.
- Reporters value the authenticity and depth of insights provided by the clients, ensuring their continued interest in future commentary.
- By proactively shaping the media narrative while maintaining authentic messaging, clients assert control over their public image, setting the agenda and garnering attention with expert assistance.
