Newsjacking E-Book

David Meerman Scott

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 55

Veröffentlichungsjahr: 2011

Beschreibung

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.

Leseprobe

Table of Contents

Title Page

Copyright

The Rules Have Changed

Chapter 1: From Random Occurrences a Method Emerges

Chapter 2: Why Real-Time Journalism Needs Newsjackers

Chapter 3: The Newsjacker's Goal: Own the Second Paragraph

Chapter 4: How to Find Your Own News, Jack

Tracking People You Know

Monitoring Keywords and Phrases

Twitter: The Newsjacker's Essential Tool

Chapter 5: Then Again, It May Just Fall into Your Lap

Chapter 6: Ka-Ching: CEO Bags a Cool Million with a Single Blog Post

Chapter 7: Become the Go-To Gal (or Guy) in Your Industry

Comment on Regulatory Change in Your Industry

React to Your Competitor's Announcement with a Media Alert

Chapter 8: Getting the Mandate to Communicate

Chapter 9: How to Board the Media Bus in Real Time

Blog It and Put It on Your Website

Media Alerts in Real Time

Harness the Power of the Podium

Live-Stream It

Link Your Message to Existing Content Via Comments

Knock on Doors the Media Have Created

Tweet Journalists Direct

A Pitch in Time Scores Nine

Chapter 10: Be Careful Out There

Chapter 11: Meet the Master Newsjacker: Larry Flynt

Chapter 12: Jack Be Nimble, Jack Be Quick

Chapter 13: Now It's Your Turn

Acknowledgments

About the Author

Have David Meerman Scott Speak at Your Next Event

Also by David Meerman Scott

Copyright © 2012 by David Meerman Scott. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN 978-1-118-25230-7 (eMobi)

ISBN 978-1-118-25231-4 (ePub)