Newsjacking: why preparation makes all the difference

A recent example: Marsh, the international insurer, was able to provide commentary across several media outlets on the impact of the conflict in Iran on shipping in the Middle East. We connected journalists with their experts to offer insight into the insurance risks for shipping companies in this escalating situation. This worked because the groundwork had already been done. We knew who could respond, which expertise was relevant and where the real news angle was. And that is exactly what makes the difference: in newsjacking, speed is key.

However, speed alone is not enough. It’s equally important to make clear choices in advance, together with your PR specialist. Which topics does your organisation want to be known for? Where do you have genuine credibility? And how does this align with your strategic objectives? When these boundaries are clearly defined, it becomes much easier for a PR adviser to immediately recognise relevant opportunities.

When the moment comes, everything needs to fall into place quickly: the right expert, the right message and, above all, the right angle. Only a response that truly adds something has news value. Think of strong facts, striking trends, relevant data or a distinctive opinion. This is crucial: your response must be relevant and compelling enough for a journalist to build on the original story.

It’s also wise to sound out a journalist’s interest at an early stage. Even before a response is fully developed, such a check can help refine the angle to better match what the journalist is looking for, increasing the chances of success. Especially since competitors are often making the same move at the same time. Moreover, newsjacking does not have to be limited to the outlet where the original story appeared. Sometimes, a topic also creates opportunities for a broader statement, a press release, an opinion piece or a newswire such as Belga.

What newsjacking is not, however, is an excuse to package what your organisation does well as news. Good newsjacking is about substantive relevance: a clear insight, a well-founded point of view and a contribution that a journalist can genuinely use. Successful newsjacking is therefore about more than seizing opportunities. Above all, it’s about thoughtful, well-prepared readiness. Because preparation is often what makes the difference: successful newsjacking is rarely the result of a spontaneous idea.