The word “newsjacking” may sound a little sinister – but in fact is a powerful tool that brands can utilise to elevate their profile and demonstrate industry thought leadership, credibility and relevance. It is one of the most exciting and rewarding aspects of any PR campaign, and one of the most effective. I spend a good portion of my working week news-jacking and then enjoying the praise of delighted clients who can't quite believe that they have earned a voice in a national newspaper.
When most people think of PR, they think of the trusty press release and media coverage. However, over the last decade, PR has evolved greatly. It no longer refers solely to the press release but rather a plethora of services.