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.

IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVYOPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIAATTENTION.The rules have changed. The traditional PR model--stickingclosely to a preset script and campaign timeline--no longerworks the way it used to. Public discourse now moves so fastand so dynamically that all it takes is a single afternoon to blastthe wheels off someone's laboriously crafted narrative.Enter newsjacking: the process by which you inject your ideas orangles into breaking news, in real-time, in order to generate mediacoverage for yourself or your business. It creates a levelplaying field--literally anyone can newsjack--but, thatnew level favors players who are observant, quick to react, andskilled at communicating. It's a powerful tool that can beused to throw an opponent or simply draft off the news momentum tofurther your own ends.In Newsjacking, marketing and PR expert and bestsellingauthor David Meerman Scott offers a quick and punchy read thatprepares you to launch your business ahead of the competition andattract the attention of highly-engaged audiences by takingadvantage 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 theright time* Information on how to make your content available online forjournalists to find* The potential risks of newsjacking* Keys to developing the real-time mindset required to succeedwith the strategies presented in the bookNewsjacking is powerful, but only when executed in real-time. Itis about taking advantage of opportunities that pop up for afleeting moment then disappear. In that instant, if you are cleverenough to add a new dimension to the story in real-time, the newsmedia will write about you.

The Rules Have Changed vii1 From Random Occurrences a Method Emerges 12 Why Real-Time Journalism Needs Newsjackers 33 The Newsjacker's Goal: Own the Second Paragraph 64 How to Find Your Own News, Jack 10Tracking People You Know 10Monitoring Keywords and Phrases 11Twitter: The Newsjacker's Essential Tool 125 Then Again, It May Just Fall into Your Lap 136 Ka-Ching: CEO Bags a Cool Million with a SingleBlog Post 157 Become the Go-To Gal (or Guy) in Your Industry 18Comment on Regulatory Change in Your Industry 19React to Your Competitor's Announcement with a Media Alert208 Getting the Mandate to Communicate 219 How to Board the Media Bus in Real Time 23Blog It and Put It on Your Website 23Media Alerts in Real Time 24Harness the Power of the Podium 25Live-Stream It 25Link Your Message to Existing Content Via Comments 26Knock on Doors the Media Have Created 26Tweet Journalists Direct 27A Pitch in Time Scores Nine 2710 Be Careful Out There 2811 Meet the Master Newsjacker: Larry Flynt 3112 Jack Be Nimble, Jack Be Quick 3413 Now It's Your Turn 36Acknowledgments 38About the Author 39Have David Meerman Scott Speak at Your Next Event 41Also by David Meerman Scott 42