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PR Glossary
Newsjacking: definition
The value of newsjacking is timing. A relevant, witty reaction to a live moment can earn more attention in a day than a planned campaign earns in a month.
The risk is equally real. Reacting to a tragedy or a divisive issue for attention reliably damages a brand, so a sensitivity check before posting is essential.
It works best when a brand has a clear voice and a fast approval process agreed in advance, so speed never comes at the cost of judgement.
Related service
Social Media PRPress Release
A press release is a short, factual announcement written in news style and sent to journalists to inform them of something worth covering, such as a launch, a result or an appointment. It leads with the most newsworthy fact, includes quotes and background, and gives reporters what they need to write about it accurately.
Media Relations
Media relations is the practice of building and maintaining relationships with journalists and editors to earn favourable news coverage. It covers media lists, story pitching, press materials and interviews. It is the core of most PR programs, because credible earned coverage depends on genuine relationships with the reporters who cover a brand's category.