Newsjacking: How to Find New to Jack

Something big is in the news. Always. Newsjacking is the insertion of you or your company's ideas into the breaking news story which gains you media coverage and social media engagement.

But how do you do it? What news is "jackable?"

Scott says the most important thing to grasp is the rules of speed. Newsjacking is only powerful if used at the right time, or in real-time as a story is being unfolded. Scott says the time to jack news is right after the news breaks and before the public is fully engaged and before---or while---journalists are scrambling for more information on the story.

To answer the what type of news is jackable depends on your business or organization. You can jack news happening in your market, interest or geological location or a widely known issue or event that you could tie to your own news story.

Okay, but how do you find that news?

Scott gives 4 ways:

1. Track people you know.

Follow bloggers, influencers, companies, and journalists in your sector on social media. Stay in the know in your industry through news outlets and the market itself.

2. Monitor keywords and phrases.

Follow hashtags and keywords on social media, too. Monitor Google Analytics for words and phrases that relate to your field or market.

3. Be open to serendipity.

With real-time marketing, you can't be prepared for everything. So, be open to going with the flow when a new story arises. And run with it. Be adaptable.

4. Tying your news to current events.

Make connections. Connect real-time events to your pitch and company. Be involved with the story.

That's it. Simple... but know that you may have to jack plenty of stories before getting any coverage.