David Meerman Scott

Overview

Newsjacking by David Meerman Scott is a thought-provoking book that explores the concept of newsjacking and how businesses can leverage real-time news to generate attention, enhance brand visibility, and increase sales. Scott, a renowned marketing and sales strategist, defines newsjacking as the art and science of injecting your ideas into a breaking news story to generate media coverage and communications opportunities.

Key Points / Ideas

The power of real-time engagement: Scott emphasizes the importance of staying up-to-date with the latest news and trends in order to identify opportunities for newsjacking. By monitoring social media, news platforms, and industry-specific sources, marketers can find timely stories to piggyback on and create relevant content.

Instantaneous sharing in the digital age: The author highlights the significance of social media and digital platforms that enable immediate sharing and engagement with breaking news. Brands can use these channels to insert themselves into relevant conversations, reaching a larger audience and potentially going viral.

Aligning brand values with news topics: Scott discusses the importance of choosing news stories that align with a brand's values, products, or services. By carefully selecting topics that resonate with their target audience, brands can create meaningful connections and build trust.

Creative and agile content creation: The author explores the need for quick thinking and agile content creation during the newsjacking process. He provides examples of successful and timely content that resonated with audiences, ensuring that brands remain current and relevant.

Ethical considerations: Scott addresses the ethical side of newsjacking, emphasizing the importance of being authentic, respectful, and sensitive when engaging in real-time conversations. Brands must strike a balance between benefiting from news stories and maintaining credibility.

Conclusion

Newsjacking by David Meerman Scott offers valuable insights into the practice of newsjacking and its potential benefits for businesses. The book presents a strategic approach to capitalizing on breaking news, encouraging businesses to engage with their audience in real-time and generate media coverage. Scott's examples of successful newsjacking campaigns, along with his emphasis on ethics, provide a comprehensive understanding of how and why newsjacking can be a powerful tool for marketers.

Readers who are interested in exploring this topic further can also consider reading Scott's other book, "The New Rules of Marketing and PR," which delves deeper into digital marketing strategies.