Newsjacking Without the Cringe
How to tactically ride the news cycle without crashing your brand
The news these past few... years... has been a rollercoaster. And when headlines move fast, it can be tempting to jump in with a timely take.
That’s where newsjacking comes in. Newsjacking is the practice of inserting your brand or message into a trending news story or cultural moment to attract attention. When done well, it can help you feel current, relatable, and bold. When done poorly, it can damage trust, stir backlash, or just fall flat.
Here’s how to do it well:
🕐 Timeliness
Newsjacking has a short shelf life. You’re either one of the first to speak up, or you're part of the pile-on. This means you need to act fast. Create a workflow that allows for quick brainstorming, rapid approvals, and speedy publishing. That might mean keeping a tight-knit team in the loop, using templates to speed up creation, or setting guidelines in advance for the types of stories you will and won’t engage with.
🎯 Relevance
Not every headline is your headline. Just because something is trending doesn’t mean it’s right for your brand. The key question to ask is: Does this story naturally connect to what we do or who we serve? If the tie-in feels forced or vague, it won’t land. If you’re a food brand, commenting on a celebrity trial might not make sense. But a viral video about a new food trend? That’s your lane.
💡 Creativity
This is where you make it your own. A great newsjack doesn’t just echo the news; it adds a fresh perspective. That could look like a clever twist on a meme, a quick product tie-in, or a meaningful message that elevates the conversation. Think less “we have thoughts on this too” and more “here’s something you didn’t expect from us, but it fits.”
🧠 Sensitivity
Tone matters more than ever. Just because you can speak up doesn’t mean you should.
If a situation involves pain, loss, or deeply personal experiences, you need to tread carefully. Ask yourself if your input feels appropriate. Gut-check it with someone outside your marketing team. Your audience has a sharp radar for brands that seem self-serving or out of touch.
📏 Ethics
There’s a difference between riding a trend and exploiting it. Use newsjacking to connect and contribute, not to manipulate attention. Make sure you’re not spreading misinformation, taking someone else’s idea without credit, or using shock value just to get clicks. Your values should still be front and center, even when you’re moving quickly.
The bottom line:
Good newsjacking is less about chasing trends and more about creating trust.
If you show up at the right moment, with the right tone and message, your audience will notice and appreciate it. But if you’re unsure, it’s ok to sit one out. The best brands don’t talk about everything. They talk about the right things.