Newsjacking: PR Results with Rapid Response

How can companies secure media interest when they have no news to announce? In this blog post, we’ll share how newsjacking can net top tier results and why it’s an important means of building company credibility and the professional reputation of founders, CEOs, and CTOs.

Newsjacking is a skill that requires speed, insight, and understanding. Here’s how we landed clients in The Wall Street Journal, VentureBeat, The Hill, SiliconANGLE, and more.

1. Monitor the News Cycle Like a Hawk

Our team is constantly searching the news for relevant themes for commentary and opportunities to match our clients’ specific expertise and insights. For example, when DeepSeek first landed on the scene, we quickly pitched Voxel51 Co-founder Dr. Jason Corso for commentary due to his leadership in the open source community. The Wall Street Journal included his perspective in a feature story titled “How a Free Software Catapulted DeepSeek into AI Stardom.” We pitched quotes to reporters so they can get a taste of what to expect in an interview and that’s how we  landed him in Newsweek, The Hill, and VentureBeat commenting on the impact of the Trump administration on A.I. regulation. 

2. Serve as a Resource (as opposed to a salesperson)

Rapid response usually goes awry when executives push for a sales pitch. The pitch around breaking news is not, “If they used our product or service, everything would be great.” Reporters want original insights that further the story so stick to the topic. 

Your goal is to add meaningful insights that reveal new layers to the story. Effective sources are informative and help the broader public understand the implications of news. 

Commentary can also lay the groundwork for future results. When executives are viewed as useful sources, reporters will reach out for their thoughts on related topics. Our team had been pitching commentary about other topics to a reporter for months, familiarizing him with Formic’s CEO. When he decided to write about companies hiring robots, he reached out to us for comment from Formic. The key is to provide insights, not spammy generic observations.

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3. Speed is Key

Speed is essential when reaching out to reporters with expert commentary. Respond with insights the same day, preferably within a couple of hours. As reporter Frederic Lardinois (formerly TechCrunch, now The New Stack) recently posted on LinkedIn, “...the chance I’ll do something with your CEO’s commentary on yesterday’s news is nil.” 

Since there’s no way to know in advance when news will break, our team proactively holds executive interviews on a regular basis so that we have a good sense of what they are able and willing to comment on. We also try to get ahead of the news cycle by keeping track of growing trends and upcoming regulations. When news breaks, we hop on a call to get a fresh take. Executives that are slow to respond are going to miss the proverbial boat.

4. Offer Bold Perspectives and Original Insights

Executives who don’t demur from offering insights on geopolitical trends and news related to Fortune 500 companies can provide useful perspectives to business and tech leaders. When Microsoft sued a cybercriminal outfit, Lasso Security’s cofounder provided his expertise to SiliconANGLE. 

If your comments are obvious or echo the status quo, you are less likely to attract interest than with bold, or even provocative, comments. For instance, our team secured commentary for Cymulate’s cyber evangelist in CSO when warnings were issued that the war between Russia and Ukraine could lead to cyber attacks against large American organizations and he added that, “...the U.S. offensive and disruptive activity against ransomware criminals has caused some criminal organizations to drift focus away from ‘big game’ targets and to go to easier mid-sized targets.” 

Benefits of Commentary

Sometimes we’re asked: What is the value of a mention in a broader news story? To answer, I’ll ask you a question. On a daily basis, when you consume media, do you spend more time on market trends or specific solutions?

We know your objective is generally to get the word out about your product or service…but often the best opportunities to build name recognition and showcase executives come from thought leadership. 

Your target audience is likely interested in understanding how the news cycle will affect their company, their job, and their personal life. Exposure is generally broader when your company is mentioned in stories about news and industry trends. This increases brand awareness and name recognition. When your target audience is abuzz around breaking news, commentary positions you at the center of the conversation.

Conclusion

When done right, expert commentary is a great way to secure media attention when you have no news. The key to success is a combination of speed, excellent insights, and bold perspectives. It’s intense work that can net incredible results.

Where do you stand against the competition? How can you differentiate in a noisy marketplace? What’s your Share of Voice (SOV)? At Si14 Global Communications, we developed a process, the PR Brand Pulse™ that enables companies to develop informed strategies, maximize resources and achieve utmost impact. To find out where you stand PR-wise against competitors and get actionable strategic insights, learn more about our customized Brand Pulse offering here or schedule a call with me.