Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
NEWSWORTHY CONTENT
In this next section, we turn to the role of newsworthiness to spread your content visibility. We do this from the lens of newsjacking, outreach events, and news alerts.
Newsjacking
Popular PR author of Newsjacking, David Meerman Scott, outlines the value of “How to Inject your Ideas into a Breaking News Story.” This trend arguably started when a power outage during a Super Bowl game scurried employees at Oreo to get themselves in the news. Before power resumed, they tweeted “Power out? No problem. You can still dunk in the dark.” “Newsjacking is when anyone offers valuable input on breaking news right as it gains widespread attention from the media and the public.” – David Meerman Scott During the pandemic, numerous brands jumped onboard with this concept. Busch’s campaign to sponsor dog adoptions
Busch responded by teaming with Midwest Animal Rescue and offering three months of beer for anyone adopting or fostering a dog. Similarly, in the spirit of social distancing, Uber rolled out their famous “Thank You for Not Driving” campaign despite its impact on business. For a company whose name is synonymous with movement, they showed their compassion by asking everyone to stay put. As shown in Scott’s “Life of a News Story,” newsjacking works best after a breaking
started right before lockdowns. Animal shelters at the time were closing their doors to the public and canceling adoption events to slow the spread of the coronavirus.
| 162
Made with FlippingBook interactive PDF creator