How to be front-page ready

With media space harder to secure than ever, newsjacking provides an opportunity to not only grab eyeballs but establish your brand as a thought leader. 

Australian communicators are operating within an increasingly centralised and busy media landscape. Two companies, News Corp Australia and Nine Entertainment Co, own over 80 per cent of print media, and the top four media companies control over 75 per cent of free-to-air television revenue, and 70 per cent of radio revenue.  

As media ownership concentrates, declining news revenue worldwide has resulted in tighter resourcing, meaning journalists are busier than ever. According to Muck Rack’s latest survey, journalists are now covering four beats on average, compared to three beats just a year ago, and they’re producing content in more formats, too. 

Half of journalists publish five or more stories per week, with a third publishing eight or more a week, and the majority also produce additional content, such as newsletters and podcasts.

With writers stretched more thinly, and headlines dominated by war, dire economic predictions and doomsday weather, getting brand coverage can seem an impossible task. 

What’s a surefire way to share key messages and build awareness? Newsjacking.

As an agency with a keen eye on media themes and trends, IMPACT regularly employs newsjacking to get our clients entering – and leading – conversations relevant to their industries. Thanks to this strategy, we were able to pitch, secure an interview and deliver an article all within the same day, securing great coverage for our client while providing compelling content for a respected journalist.

Want to utilise newsjacking as part of your PR toolkit? Follow these three steps: 

1. Create strong journalist relationships

Building rapport with reputable writers, journalists and publishers is integral to a successful newsjacking pitch, and not just because it means they’ll answer your call or email. Consistent communication with media professionals ensures your brand (or, in IMPACT’s case, the brands we represent) is front of mind when opportunities are available. A solid working relationship also allows you to understand their specific interests for coverage, and which angles are likely to strike a chord.  

2. Establish a thought leadership strategy

Consider your brand’s mission, vision and target audience. Which topics can you not only speak to, but provide expert insight and fresh perspective on? Developing a suite of themes you can own, underpinned by a few key messages that align with your brand purpose and/or USP, will ensure you’re prepared when relevant stories arise. These themes can be shaped, shared and repurposed according to the requirements of the platform within which they’ll be used;whether you’re publishing a white paper, pitching a byline or answering a Q&A.

3. Be media ready

All companies, regardless of size or sector, should have more than one team member who can speak with authority about arising issues, innovations and challenges relating to their industry. These voices within a business are not born, they’re made – or, more specifically, trained. To ensure you have confident advocates for your business, you must equip them with the skills to answer questions in an interesting and authentic way, while aligning with your core messages. The easiest way to do this? Engage a media trainer.

To secure a thought leadership strategy session and toolkit, or to find out about our media training packages, get in touch today.

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