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Newsjacking: How To Inject Your Ideas Into A Breaking News Story And Generate Tons Of Media Coverage (2000)

by David Meerman Scott(Favorite Author)

3.72 of 5 Votes: 1

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English

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review 1: A surprisingly strong book, filled with insights on contemporary PR. I say surprisingly because typically these small e-book things are quite worthless, repackaging one idea over and over, yet this book supports its central thesis with numerous examples and really triggered my creativity. Not 5 stars because I think the author oversimplifies at times and it would have been nice to see more examples of newsjacking from "the Davids" rather than the well known like Rick Perry and Larry Flynt who already have a major advantage at convincing reporters their stuff is newsworthy. Overall, a great and quick read for anyone in the PR industry.
review 2: I enjoyed this short 53 page book a lot. If you ever wanted to know how some people are able to attach their name to b... moreig story or headline and get publicity from it, this book will tell you why.David Meerman Scott introduces the reader to the concept of "newsjacking." To newsjack is to inject your ideas into breaking news to generate media coverage. Scott argues that newsjacking works best when a story is breaking, as journalists scramble for additional information to add to fast-developing news. Newsjacking must be done in real time. This is a interesting concept because essentially anyone can newsjack and Scott gives specific ways on how to jack the news.Scott says to find news to jack, the reader needs to: be open to serendipity (happy accidents), monitor keywords and phrases important to your business, trac journalists and media properties you know, and follow Twitter hashtags related to your area of expertise. This book endorses the power of Twitter and Scott is right because Twitter is the first place that journalists turn to hear about what's going on in a 24/7 basis.The most interesting part of the book is when Scott tells the reader how they can insert the news into the news frenzy. He states the reader can blog their take on the story using appropriate keywords and phrases so the post is found via search engines, tweet it using an established hashtag, send a real-time media alert, talk about it in a speech, hold a live or virtual news conference, or directly contact a journalist who might be interested. Scott's case study of Larry Flynt and how Flynt was able to newsjack the news is worth reading this book.At the end I like how Scott said to be "careful to exercise good judgement and good taste" when newsjacking because it can cause a negative effect on someone's company, brand or identity. I recommend this book to anyone who is interested in public relations and how the media landscape has changed dramatically with the advent of Twitter and how anyone can newsjack given the criteria Scott presents. This is fun, short read. less

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