How to Newsjack
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Newsjacking is the practice of inserting ideas into breaking news for media coverage and engagement, emphasizing ethical sourcing and originality within intellectual property laws. The document outlines strategies for producing quality content quickly to capture audience traffic before a news story reaches critical mass. Tools like Google Trends and understanding news diffusion stages are recommended to enhance timely content creation.
How to Newsjack
- 1. NEWSJACKING “Newsjacking is the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.”
- 2. NEWSJACKING Prepared by Lawrence Villamar
- 3. CONCEPT We have ZERO capability to break news as we don't have a network of journalists on ground so we settle for the NEXT BEST THING.
- 5. DOES NEWSJACKING MEAN WE STEAL CONTENT? News jacking is not license to steal content from other web site. It merely recognizes our limited capability. Proper sourcing, attribution, and citation must be observed. The Internet and human creativity offers a lot of materials you can use as building blocks to create a wholly original content, within the bounds of intellectual property law.
- 6. OUR GOAL Our goal is to produce quality content that will be read. While we have limited capability, the challenge is to create original content by employing creative methods and techniques within the bounds of ethical journalism.
- 7. REMEMBER We are a business news outlet: ● Our content is news dependent ● Quality is a huge factor (click here for the memo) ● Style Guide (Click here) ● Copyright laws should be observed (refer to p.9 of Handbook)
- 8. REMEMBER ● No Scraping (Click here for the memo) ● Add on Value
- 11. News Spread Like Innovation Like in innovation, news diffuses pretty much in the same manner. There are different stages characterized by the type of people involved in each stage: innovators (newsmakers), early adopters (it may or may not be a news outlet), early majority (those who are influenced by a news outlet) and late majority (who may be offline but are told by online friends by word of mouth about the news).
- 12. EXAMPLE A news is broken on Twitter by an outlet (innovator) with 1 million followers (early adopter) who all retweet them to friends and their follows reaching critical online mass (early majority). It is then pick up by TV networks who reaches offline readers (late majority) who then goes online for more information
- 13. Reminders ● We want to capture traffic just before a topic or story breaks into early majority (where there is critical mass and less competition)
- 14. How Do We Do This? By producing relevant (news dependent) content with add on value (to differentiate from competition) and produce it fast (critical mass, less competition). Hoffman Dies > WSJ Breaks the Story > We produce content relevant to the news e.g. “Top Five Films Starring Hoffman”
- 15. SOME TOOLS THAT MAY HELP ● GOOGLE TRENDS ● TWITTER TRENDS ● YAHOO BUZZ
- 16. GOOGLE TRENDS ● A writer wanted to write on “Devil Baby” last February 4, 2014. I used Google Trends to show that traffic for the article has already peaked.
- 17. DEVIL BABY
- 18. GOOGLE TRENDS Using the chart, you will see that “Devil Baby” peaked last Jan 15-17. So writing on the topic on February 4 is untimely.
- 19. RECOMMENDED READINGS ● “How to Newsjack Your Way into Media” ● “How to Newsjack for SEO”
- 20. END