Newsjacking (PDF)

IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY
OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA
ATTENTION.

The rules have changed. The traditional PR model--sticking
closely to a preset script and campaign timeline--no longer
works the way it used to. Public discourse now moves so fast
and so dynamically that all it takes is a single afternoon to blast
the wheels off someone's laboriously crafted narrative.

Enter newsjacking: the process by which you inject your ideas or
angles into breaking news, in real-time, in order to generate media
coverage for yourself or your business. It creates a level
playing field--literally anyone can newsjack--but, that
new level favors players who are observant, quick to react, and
skilled at communicating. It's a powerful tool that can be
used to throw an opponent or simply draft off the news momentum to
further your own ends.

In Newsjacking, marketing and PR expert and bestselling
author David Meerman Scott offers a quick and punchy read that
prepares you to launch your business ahead of the competition and
attract the attention of highly-engaged audiences by taking
advantage of breaking news.

Newsjacking will provide you with:

* Tools that you can use to monitor the news

* Case studies and examples that demonstrate how to strike at the
right time

* Information on how to make your content available online for
journalists to find

* The potential risks of newsjacking

* Keys to developing the real-time mindset required to succeed
with the strategies presented in the book

Newsjacking is powerful, but only when executed in real-time. It
is about taking advantage of opportunities that pop up for a
fleeting moment then disappear. In that instant, if you are clever
enough to add a new dimension to the story in real-time, the news
media will write about you.