英和和英

名詞

News-jacking (複数形 News-jackings)

News-jacking is a term used mainly in the public relations industry when responding to breaking news on behalf of clients and customers. The same method can also be used by businesses and organisations who either employ in-house public relations professionals or provide their own press office services.

How does news-jacking work?

News-jacking comes part of the public relations mix and is a useful tactic used by PR professionals in securing hard-hitting and high-profile media coverage for their clients. When monitoring the current news agenda, a PR representative will identify a story in the press which is relevant to a client before working on commentary that, once approved and signed-off by all parties, will be ready to issue to the media. The media will then use these comments within their articles either the same day online or the following day in the hard-copy version of their publication. Further and more in-depth interviews between the client and the media are also likely to come as a result of successful news-jacking tactics.

Planning news-jacking tactics can sometimes be made in advance with key dates and triggers throughout the year such as Elections; Budgets; and Spending Reviews. Secondly there is the less predictable type of news-jacking. This is when a story breaks in the media; these are reactive tactics, where you attempt to secure coverage on unexpected news stories that have grabbed the public’s attention.

Benefits of news-jacking

A fine, creative example of responding quickly to breaking news came in 2012 when Chelsea Football Club appointed new interim manager Rafa Benitez. Premier Inn's Kensington hotel renamed the top floor as the "Rafa Benitez Suite" – "because it's perfect for a short stay". The story – with minimal cost to the client – appeared in the Daily Mirror, Daily Star, Metro, on the Sun Online.

It is a useful tactic in which to align a company with high-profile current affairs and one which can create thought-leadership positioning and awareness amongst a clients' own customers and therefore boost enquiries.

Drawbacks

News-jacking done without planning and careful consideration can backfire and have a negative impact on the image of both a brand commentating and a PR agency. Such instances occur when people respond to natural disasters or a tragedy with brand focussed messaging rather than commenting on the actual story itself.

語源

Blend of news +‎ hijacking