As a PR strategy, the newsjacking tactic has been around for a long time. David Meerman Scott even produced an e-book about it. Newsjacking is a way to demonstrate that your company is a credible source about what’s going on in the IoT world. There are also SEO benefits and potential increased traffic to your blog and website that can turn into leads and sales.
Wondering how to get started? Remember, timing, timing, timing. You’re already monitoring things like IoT industry issues, your competitors and Twitter chatter. Has there been an IoT security breach? Any new data or regulations surrounding connected vehicles? Are you ready to offer additional insight via social media channels and traditional PR channels if a potential newsjackable story hits?
Here are a few of Calysto’s tips for newsjacking@work:
- You snooze, you lose. To maximize the impact of newsjacking, you’ve got to be quick.
- Pay attention to what’s trending in the IoT. If the top companies/analysts/government agencies in your space make an announcement, how does it relate to your company and segment of the industry? Can you offer background information or a case study to help a journalist write a follow-up or provide a new angle?
- Be on trend. Analysts frequently make predictions about IoT trends and issue reports that reporters pick up. What percentage can be attributed to your niche? Don’t forget to include a colorful quote from one of your company executives.
- Think visually. Add images and videos to make your content richer. According to the official Twitter blog, when it comes to news, photos average a 35 percent boost in retweets, videos get a 28 percent boost and quotes get a 19 percent boost in retweets.
- Don’t be afraid to disagree. There are two sides to every story. Do you legitimately disagree? Can you back up your view? Sometimes it pays to be controversial, so don’t be afraid to go for it.
- Keep your customers in mind. Case studies and field-tested scenarios add depth and credibility to a story. Plus, your customers may appreciate the PR opportunity.
- Educate. What are the benefits and gotchas to look for? How can your company help?
- What could possibly go wrong? Don’t react so quickly that you don’t think through everything that could go wrong so you’ll be prepared. Does the reward outweigh the risk? (For example, if sensors for fitness devices is your category and one of the Kardashian family Tweets some pithy observations and you respond . . . you could end up breaking the Internet.)
- Share and share alike. Remember to share your newsjacking content on your social networks to extend its reach.
Calysto has found newsjacking to be an excellent way to help our clients gain positive visibility and build relationships with their audiences and connections. For example, by newsjacking a story about the iPhone, Calysto helped one client: ‘
- Obtain inbound calls/contacts from 10 promising new Tier 1 customers
- Generate more than 300 story hits within 24 hours, including coverage in the Associated Press, Gizmodo, CIO.com and Wired
- Drive 368 extra visitors to its website from the Wired story alone – within just 16 hours after it was posted online.
Newsjacking is a great strategy to get your IoT company noticed, if done correctly and as part of a larger PR plan.
If you’re interested in learning more about how Calysto can help your company newsjack for increased visibility in the IoT space, contact Marissa Evans at firstname.lastname@example.org.