Time, and news, stands still for nobody. In PR, the ability to react quickly and authentically to breaking news can make all the difference when securing coverage for your client. This is the not-so-scientific art of newsjacking. 

So, what is newsjacking? 

If you’re a fellow PR professional then you already know what it is, but perhaps for unseasoned PR people here we go: Newsjacking is injecting your brand or client into a breaking news story to gain media coverage and visibility. 

It’s about spotting a trending topic and responding fast enough to become part of the wider conversation, ideally before it peaks and the media cycle moves on. 

Why do we do it? 

Simply put, it works. Journalists are constantly on the lookout for expert voices who can comment on live stories, and newsjacking allows PR professionals to position their clients as relevant and reactive. 

It boosts brand visibility, establishes authority and, when done well, secures top-tier media opportunities. Oh, and it makes the client very happy – always a bonus. 

For example, after the UK budget announcement in October, we moved quickly to place an interview from our education sector client on Global East Midlands. The story focused on funding for SEND in schools. This involved spinning several plates in a short time: aligning with the client’s internal sign-off, briefing them, and securing a recording slot on the same day. It’s no small feat when diaries are packed. 

That’s the broad strokes of newsjacking, “But how do we do it well?” I hear you yelling at your screen. Here is Eden’s six-point plan to Newsjack well.

1. Monitor the news like a journalist

Successful newsjacking begins with vigilance. Use a combination of media monitoring tools such as Google Alerts, Talkwalker or Meltwater alongside traditional newsrooms and platforms like BBC News, The Guardian, and X’s trending topics. Set up keyword alerts tailored to your clients’ sectors and check in multiple times daily. 

Don’t just wait for stories to break; look ahead. Government reports, industry launches, or anticipated events (like the Spring Budget or exam results day) offer ripe opportunities to prepare commentary in advance.

2. Move fast, but stay strategic

In newsjacking, being early is often better than being perfect. Journalists are on tight deadlines and prefer experts who are responsive and ready to go. However, don’t sacrifice alignment for speed, make sure the story and your client’s input are genuinely relevant. 

A misalignment in this area could result in some embarrassing conversations with a journalist if a client wants to later retract a comment, or an unhappy client if you have not clearly outlined the story the journalist is writing which they will be contributing to. But this is all part of building trust, clients who know you understand their tone and priorities are more likely to give rapid approvals. 

Develop “reactive response” workflows in place with your clients so you can respond in minutes, not hours. This bit is in bold because it’s really important: Journalists have tight deadlines to meet, often that same day, keeping them waiting will only frustrate them and dent their trust in you to deliver comment in a timely fashion.

3. Craft commentary that adds value

To stand out, the quote or insight you provide needs to enrich the story. Ask: what unique perspective can my client offer here? It might be frontline experience, exclusive data, regional impact, or predictions for what happens next. 

Whatever you do, avoid generic statements. You read the news, you see how alerts on your phone are positioned. Strong opinions and strong language. Journalists value voices that explain, simplify, or challenge ideas without sounding overly promotional. Think terms like “hammer blow”, “scathing” or “hits out” – those sorts of opinions get more traction than “Company CEO has mild-mannered opinion on the price of XYZ”.

4. Streamline communication with journalists

Make it as easy as possible for journalists to use your comment. That means delivering concise quotes, a high-res headshot, relevant titles, and clear contact info all in one email or press note. You’re a busy person; the journalist is a busy person. Keep it simple. 

If you’re offering an interview, be specific about availability, location, and format (Zoom/Teams, in-person, phone). Have media-trained spokespeople briefed and ready. Keep responses flexible, as breaking news timelines often shift.

5. Plan for supporting assets

Especially in broadcast and online news, supporting visuals or statistics can make or break coverage. Have a library of approved brand assets ready (logos, photos, infographics), and think ahead about locations or visuals that could support filming. 

For a well-known client in the funeral sector, we knew the story had high visual interest, so we quickly confirmed the broadcaster could gather appropriate B-roll footage as well as interview the key spokesperson for a story regarding reusing graves after 75 years. The faster and more complete your media package, the more likely your story will land.

6. Evaluate and learn

After each newsjacking effort, assess what worked and what could improve. Did you respond fast enough? Was the commentary picked up or ignored? (and why?) Review media feedback, if you get any, client response time, and internal workflow bottlenecks. 

Establish a centralised record of past successful newsjacking moments. Over time, this becomes an invaluable internal playbook to refine your approach and keep clients at the forefront of the news agenda. 

We put this into action again recently during reforms around UK death certifications. These changes caused significant delays in funerals, which quickly became a hot topic. We secured regional TV coverage for our aforementioned funeral-sector client by setting up an interview and filming within days. That meant juggling the broadcaster’s availability, the client’s packed schedule, and sourcing supporting visuals all in a tight window. 

Newsjacking in 2025 and beyond 

As news cycles become faster and more saturated, thanks to algorithms, social feeds and AI-generated content, effective newsjacking is becoming more competitive. What once was a 24-hour opportunity is now more like two or three. 

Brands and PR professionals need to be smarter and more agile. But the fundamentals remain: If you can be relevant, quick and helpful, newsjacking remains one of the most cost-effective and high-impact tools in the PR toolkit. 

If you’d like to chat to our team about our broad range of digital PR and social media services including newsjacking and podcasting, get in touch today.