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.
Зміст
The Rules Have Changed vii
1 From Random Occurrences a Method Emerges 1
2 Why Real-Time Journalism Needs Newsjackers 3
3 The Newsjacker’s Goal: Own the Second Paragraph 6
4 How to Find Your Own News, Jack 10
Tracking People You Know 10
Monitoring Keywords and Phrases 11
Twitter: The Newsjacker’s Essential Tool 12
5 Then Again, It May Just Fall into Your Lap 13
6 Ka-Ching: CEO Bags a Cool Million with a Single
Blog Post 15
7 Become the Go-To Gal (or Guy) in Your Industry 18
Comment on Regulatory Change in Your Industry 19
React to Your Competitor’s Announcement with a Media Alert 20
8 Getting the Mandate to Communicate 21
9 How to Board the Media Bus in Real Time 23
Blog It and Put It on Your Website 23
Media Alerts in Real Time 24
Harness the Power of the Podium 25
Live-Stream It 25
Link Your Message to Existing Content Via Comments 26
Knock on Doors the Media Have Created 26
Tweet Journalists Direct 27
A Pitch in Time Scores Nine 27
10 Be Careful Out There 28
11 Meet the Master Newsjacker: Larry Flynt 31
12 Jack Be Nimble, Jack Be Quick 34
13 Now It’s Your Turn 36
Acknowledgments 38
About the Author 39
Have David Meerman Scott Speak at Your Next Event 41
Also by David Meerman Scott 42
Про автора
David Meerman Scott (Lexington, MA; Web Ink Now.com; davidmeermanscott.com) is a marketing strategist, keynote speaker, seminar leader, and bestselling Wiley author. In his consulting work, David specializes in using online content to market and sell products and services to customers worldwide. His book,
The New Rules of Marketing and PR spent six months on the Business Week bestseller list and has been published in more than twenty languages. David’s popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers in real time.
Більше електронних книг того самого автора / Редактор
35 306 Електронні книги в цій категорі
