Newsjacking

Have you ever wondered why some brands or individuals dominate the headlines even when the story isn't about them? In Newsjacking, David Meerman Scott reveals how, in today’s hyper-connected, real-time world, anyone can inject their ideas into breaking news to earn global attention, shape narratives, and even generate business results worth millions. He calls this strategy newsjacking — the art of hijacking a news story as it unfolds to spotlight your message, brand, or cause.

Scott argues that the rules of public relations and media have fundamentally changed. Traditional campaigns built on long timelines and scripted communication are being disrupted by an environment where news evolves by the minute, spread by journalists, bloggers, and social media users across the globe. The result? Speed now beats size. A lone blogger, nimble business, or alert entrepreneur can outshine multinational corporations simply by reacting smarter and faster to the world’s stories.

The Real-Time Revolution

Scott opens the book with vivid examples that explain how newsjacking works. When Texas Governor Rick Perry announced his candidacy during the 2011 Iowa Straw Poll, he hijacked Michele Bachmann’s big day without setting foot in Iowa. The media narrative instantly shifted—what mattered wasn’t Bachmann’s win, but Perry’s timing. Similarly, Wynn Resorts leveraged Paris Hilton’s arrest by banning her from its properties, turning the spotlight on its brand. Oakley climbed to the top of international coverage when Chilean miners emerged from darkness wearing Oakley sunglasses—a tiny act of generosity worth $41 million in exposure.

These stories underscore Scott’s claim that it no longer matters whether you have deep pockets or existing insider connections. If you’re observant, creative, and quick, you can harness breaking news to elevate your message above the noise.

Owning the Second Paragraph

The heart of newsjacking lies in what Scott calls “owning the second paragraph.” Journalists scrambling to report breaking news can easily find the basic facts—but they’re desperate for credible voices to add depth and context. If you can provide meaningful insight or an expert opinion right as the story unfolds, you’ll likely become that “second paragraph.” Your words will appear in coverage worldwide, offering colossal visibility.

The London Fire Brigade nailed this technique when it newsjacked the story of Kate Winslet rescuing Richard Branson’s mother from a house fire. Within hours, they invited Winslet to firefighter training, turning the event into a global public safety message. Millions saw three life-saving tips embedded in stories about Winslet’s heroism—an enormous win at virtually no cost.

From Random Acts to a Repeatable Method

Scott explains that what used to be isolated PR stunts by media insiders is now a reproducible system anyone can master. Modern tools—Twitter, Google Alerts, RSS feeds—let you monitor news in real time, spot opportunities, and act instantly. It’s a method built for the digital age. Whether you’re a nonprofit reacting to legislation, a business responding to competitors, or an individual hoping to build personal influence, newsjacking is your chance to play in the same media sandbox as billion-dollar companies.

The book encourages readers to build an ecosystem ready for quick responses: follow key journalists, track industry keywords, use hashtags, and prepare to post immediately. Timing matters more than perfection—the first strong reaction beats the slow, polished one.

The Promise and Peril of Speed

Scott doesn’t shy away from the risks. Real-time engagement can backfire if done carelessly. Kenneth Cole’s misguided tweet linking Cairo’s Revolution to his spring fashion line is a cautionary tale—a tone-deaf joke that damaged brand reputation overnight. Newsjacking is powerful, but it demands empathy, taste, and discipline.

When done right, however, it rewards courage and creativity. The CEO of Eloqua, Joe Payne, turned a competitor’s acquisition announcement into a million-dollar opportunity by blogging immediate, expert commentary. Larry Flynt, the unapologetic publisher of Hustler, used newsjacking repeatedly to champion free speech and expose hypocrisy, from offering Anthony Weiner a job to inserting Hustler’s brand into the Jersey Shore media fray.

Why It Matters Now

Scott’s central insight is that the communications landscape has democratized. Everyone—including you—can be a player in the global conversation. Newsjacking levels the playing field, helping small voices punch above their weight. It’s not only a marketing tactic; it’s a mindset that thrives on agility and awareness. Whether you want to elevate your business, your cause, or your career, learning how to react strategically to current events can generate exposure worth millions and transform your media influence overnight.

Across the chapters, Scott provides the playbook: how to monitor news streams, build real-time communication capabilities, act without bureaucratic approvals, and maintain credibility under pressure. Newsjacking teaches you that attention is up for grabs—the only question is whether you’ll be quick enough to seize it. In an era where headlines shift every hour, those who can adapt fastest will command the spotlight. That’s the new rule of media, and Scott’s mission is to teach you how to play by it.

If the first paragraph of every breaking news story answers the basic questions—who, what, when, where—the second paragraph answers why it matters. And that’s where you come in. David Meerman Scott calls this the central goal of newsjacking: own the second paragraph. When journalists scramble for context, insights, or quotes, your fast, well-framed contribution can define public understanding of an event.

Timing: The Magic Window

Your chance often lasts only a few hours. Once a story breaks, editors and journalists are racing to publish updates and deepen the narrative. They turn to Google, Twitter, and RSS feeds seeking anyone who can add new meaning. If your post, comment, or alert appears during this “window of chaos,” you become that valuable second-paragraph source. After that, the opportunity closes—coverage solidifies, and new voices rarely break through.

Case Study: London Fire Brigade and Kate Winslet

The London Fire Brigade’s masterstroke following Kate Winslet’s rescue of Richard Branson’s mother illustrates perfect execution. Within hours, they issued a lighthearted invitation for Winslet to train with real firefighters—all while weaving critical safety messages into the release: check alarms, plan escape routes, and call emergency services. The story spread globally, embedding LFB’s safety guidance in celebrity-driven news.

For journalists desperate to expand on Winslet’s heroics, the LFB’s post offered the exact “why it matters” element. Result? Huge awareness, zero cost, and millions in earned exposure—all because they were quick, relevant, and newsworthy.

Crafting Effective Second-Paragraph Content

• Write immediately—within an hour of seeing the story.
• Provide expertise or implications journalists can quote.
• Include keywords and hashtags matching the story’s main search terms.
• Adopt an informative, dignified tone suitable for professional quoting.

Owning the second paragraph is both technical and psychological. It means thinking like a journalist—asking, “What angle would make this story richer?” If you can offer that angle in real time, you don’t just contribute to the news cycle—you shape it. In an environment where reporters crave fast, verifiable insight, being the go-to voice gives you the power to frame how millions understand an event.

One of the biggest questions readers ask Scott is: “How do I find the right story to hijack?” His answer is practical and methodical. Newsjacking isn’t just about reacting randomly—it’s about cultivating systems that keep you informed and connected so you can strike at the perfect moment.

Monitor Your Sphere

You should monitor two spheres: your immediate industry and the broader news landscape. In your own sphere, follow relevant blogs, trade publications, and analysts. Identify journalists and commentators who routinely cover your market. If you’re in a local business, know the regional media players who shape hometown stories.

Tools like RSS readers (Google Reader, Feedly) allow you to aggregate and scan hundreds of sources instantly. The goal isn’t to read everything—it’s to catch key updates as they happen so you can respond intelligently.

Tracking Keywords and Alerts

Scott recommends setting up Google Alerts or similar tools with comprehensive lists of industry terms, competitor names, customer brands, and relevant buzzwords. These alerts notify you whenever a topic appears online. Constant refinement is needed—some terms will overwhelm you, others will be too narrow. Even small organizations can hire information specialists to fine-tune searches using Boolean operators (“AND,” “NOT”) or advanced filters.

The point is simple: You can’t react in real time if you don’t know what’s happening in real time. Consistent monitoring creates readiness.

Twitter: The Newsjacker’s Lifeblood

When it comes to immediacy, Twitter dominates. Journalists rely on it when news breaks, searching hashtags and keywords for eyewitnesses or expert opinions. For you, that means Twitter is both a radar and a launchpad. Follow relevant reporters and industry leaders, use monitoring tools like TweetDeck or HootSuite, and engage in conversations around trending hashtags.

A single tweet that adds authentic insight within a trending hashtag can lead to direct journalist contact. From there, you’re not just reacting—you’re helping define the narrative for thousands of readers. Scott emphasizes: all newsjackers live in real time, and Twitter is where real time lives.

Embrace Serendipity

Finally, be open to happy accidents. Some of Scott’s best examples—like Wynn Resorts’ move on the Paris Hilton arrest—came from chance discoveries. Train your mind to spot meaning in unfolding events, stay curious about industries beyond your own, and never underestimate the value of luck combined with speed. In other words: keep your radar on, your reflexes sharp, and your curiosity alive. That’s how you’ll find news worth jacking.

Speed without structure is chaos. To newsjack effectively, Scott explains that organizations—especially large ones—must create conditions that allow swift, autonomous action when opportunity knocks. He calls this granting a “mandate to communicate.”

Breaking Bureaucratic Chains

Most corporations, Scott notes, are paralyzed by their own processes. Every statement requires layers of managerial and legal approval, throttling spontaneity. By the time clearance arrives, the story has vanished. This rigidity leaves them vulnerable to faster newsjackers—smaller competitors, activists, or dissatisfied customers who act in minutes while large firms move in weeks.

Establishing Empowerment Protocols

Scott’s solution is to draft formal internal policies granting selected frontline communicators the freedom to publish blog posts or issue media alerts in real time. This agreement should be signed by senior leadership, PR, and legal teams, protecting individuals from backlash when they take calculated risks. It must assure employees that they will not be scapegoated for thoughtful, timely actions.

Without such empowerment, opportunities disappear—and worse, you risk becoming prey to someone else’s better-timed narrative.

Corporate Culture Meets Real-Time Media

Big organizations can survive this media evolution only by adopting a start-up mindset: decentralized communication and trust in employee judgment. As Scott asks executives directly, “How can you afford not to react to news in real time?” In an age of Twitter-driven revolutions and viral moments, the inability to speak fast can cost millions—or your reputation. Giving voice to your team isn’t just smart; it’s essential.

Once you’ve spotted an opportunity, you need mechanisms to get your message into the media stream. Scott outlines several techniques divided into two categories: letting the media find you and reaching out directly.

Let the Media Find You

• Blog and Website Posts: Reporters constantly Google breaking terms. A quick, keyword-rich post on your site ensures you appear in these searches. Headlines should highlight how you add new value to the story.
• Media Alerts: Thin, informative releases designed for journalists writing on active stories. They often get indexed instantly, serving as quotable sources.
• Live Speeches or Streaming: Use events or conferences to drop topical comments. Even a single phrase can turn a routine talk into a media highlight. Live-streaming tools like Ustream allow you to reach reporters globally.

Push Your Message Directly

• Comment on Existing Stories: Add insights under journalists’ blogs or articles, linking to your own commentary. Many reporters track mentions of their own names via Google Alerts—you can reach them instantly.
• Tweet Directly to Journalists: A brief, relevant insight or link to your post can spark immediate dialogue.
• Timely Pitches: Sometimes a simple, aligned announcement works wonders. When Hurricane Irene threatened the U.S. East Coast, Lowe’s issued a statement about truckloads of generators sent to stores. That timely pitch landed in front-page news and broadcast segments nationwide.

Scott emphasizes—every tactic hinges on empathy and cultural attunement. If tragedy strikes, don’t trivialize it; aim to add genuine understanding. Smart newsjacking helps illuminate events, not exploit them. When executed with purpose and precision, however, it can transform a fleeting headline into enduring authority for you or your brand.

Speed can seduce, but taste must govern. In his chapter on risk, Scott invites readers to balance boldness with dignity. The same tools that can make you famous overnight can destroy brand credibility just as fast. Responsible newsjacking calls for good judgment and awareness of social tone.

Good vs. Bad Taste

Joe Payne’s classy commentary on Oracle’s acquisition demonstrated professionalism—factual, calm, and generous. It earned eloquent quotes in major outlets and nearly $1 million in new business. Contrast that with Kenneth Cole’s disastrous tweet during Egypt’s uprising, mocking protesters by tying the crisis to his fashion line. Within hours, Cole’s brand reputation tanked, proving that tone-deaf humor in sensitive contexts is fatal.

Four Rules of Respectful Newsjacking

• Be dignified and statesmanlike.
• Be positive, never snide or vindictive.
• Use clear language—avoid jargon or slang that confuses journalists.
• Always gauge emotional context—avoid humor when lives or suffering are involved.

Scott also warns against self-serving or spammy approaches. Over-promotion irritates journalists and deters engagement. Brands like Ragú learned this the hard way after targeting male parenting bloggers with insulting stereotypes, prompting backlash and the viral post “Ragu Hates Dads.”

Fearlessness with Finesse

Ultimately, newsjackers must be fearless yet empathetic. Push boundaries, but with a moral compass. Even provocateurs like Larry Flynt operate by clear ethical codes—championing free speech while exposing hypocrisy. As Scott says, boldness earns headlines, taste earns trust. Both matter if you want media wins that last.

Larry Flynt may seem an unlikely hero in a book about intelligent communication, but David Meerman Scott calls him the “master newsjacker.” The Hustler publisher’s fearless approach demonstrates how clever timing and thematic alignment can turn controversy into global attention.

Aligning Message with News Themes

Flynt’s pattern is simple: align his brand values—free speech and anti-hypocrisy—with major news stories that touch those topics. When Wikileaks faced global scrutiny, Flynt donated $50,000 and published a post supporting Julian Assange as a journalist. Dozens of outlets cited the statement, amplifying Flynt’s message far beyond adult entertainment circles.

Turning Scandal into Opportunity

After Congressman Anthony Weiner’s sexting scandal, Flynt publicly offered him a job. Instantly, the story gained a fresh “What next?” angle. Hundreds of outlets mentioned Hustler alongside the resignation coverage. Later, when Abercrombie & Fitch tried to pay the “Jersey Shore” cast to stop wearing its clothes, Flynt offered them Hustler-branded alternatives, turning another viral headline into free PR.

Even Flynt’s $1 million bounty for stories about candidate Rick Perry’s private life followed the same formula. He didn’t rely on insider pitching; he simply posted content indexed by Google, letting journalists find him.

Fearless Simplicity

Flynt’s lesson is clear: bravery and timing trump formality. He doesn’t wait for press conferences—he acts in real time, directly on his blog. Reporters seek him out because he’s consistent, quotable, and fast. His advice to aspiring newsjackers? “You’ve got to be fearless.” That fearlessness, combined with moral clarity and quick reflexes, makes him an enduring case study in media mastery.

In his closing chapter, David Meerman Scott turns directly to you: it’s your turn to act. Whether you’re a startup founder, a nonprofit advocate, or part of a corporate team, newsjacking can help level the playing field. It’s a proven system for amplifying attention in a world where traditional campaigns can’t keep up.

The Power of Immediate Action

Scott emphasizes that even an hour’s smart, fast work can outperform a year’s PR spending. The catch is that opportunities are fleeting; you must stay alert and ready to move. Miss the moment, and the headline belongs to someone else. He reminds readers that real-time engagement is now the most powerful tool in marketing—activating visibility, relevance, and opportunity simultaneously.

Mindset Over Method

Newsjacking isn’t just a tactic—it’s a mindset. It means staying curious, prepared, and creative enough to connect your story to the world’s stories. You may not succeed every time, but you’ll learn to see the world as a landscape of openings waiting to be engaged. Every unfolding event has an entry point for those who listen closely and act quickly.

The Future of Media Belongs to the Quick

Ultimately, Scott guarantees that speed, authenticity, and relevance now define media power. The internet democratized storytelling, giving individuals a seat at the global table. Newsjacking is how you claim that seat—by contributing meaning right when the world’s attention peaks. So when the next headline breaks, ask yourself: how can you add understanding, wit, or truth in real time? Because those who do will shape not just stories, but the conversation itself.