Newsjacking – the art of injecting your brand into the day’s breaking news to generate media coverage and social buzz – is a tactic that has been both celebrated and criticised in marketing circles. But for B2B brands, particularly those operating in competitive or fast-moving sectors, it can offer an agile and impactful route to visibility. That said, newsjacking is not a magic bullet. It’s a strategy that works only when done with intent, resource, and sustained effort.
At its best, newsjacking enables companies to demonstrate thought leadership, relevance, and quick thinking. Brands that consistently contribute credible, timely commentary on trending topics or breaking industry developments can position themselves as go-to voices in their field. This can lead to increased media mentions, stronger brand trust, and higher engagement rates on social platforms. For example, HubSpot and Salesforce have both effectively employed this tactic during industry shake-ups, often publishing rapid-response blog posts and social content that aligns with broader headlines.
But what sets successful newsjackers apart is not luck or opportunism – it’s planning and preparation. To effectively leverage newsjacking, businesses must have the internal capacity to act fast. That means appointing a dedicated PR or content resource who monitors the news cycle, understands what’s relevant to the brand, and can rapidly draft and approve responses or commentary. It also means having pre-approved messaging, a clear tone of voice, and a sign-off process that won’t cause delays.
Importantly, it’s a strategy that must be sustained. One-off attempts rarely pay off. Newsjacking only builds brand equity when it's part of an ongoing visibility campaign. Over time, media outlets and audiences began to associate the brand with timely and authoritative insights. Without consistency, efforts can appear gimmicky or opportunistic, and worse, risk being misaligned with the brand’s values or tone.
There are also risks. Poorly timed or insensitive responses to serious events can have unintended consequences. That’s why successful newsjacking always requires not just speed, but good judgment. The line between relevance and opportunism is thin, and missteps can damage credibility.
In short, newsjacking works best for organisations willing to invest in it. It demands a proactive mindset, a responsive team, and a clear sense of what the brand stands for. For those that get it right, the rewards can be considerable, from increased media exposure to deeper audience trust.
However, like any strategic activity, success lies not in the stunt itself, but in the structure behind it.