Newsjacking Your Way to Greater Relevance
October 2, 2025
By: Scott Westcott
Social good organizations looking for positive media coverage can often feel like they are swimming against the tide.
The daily headlines coming out of Washington continue to dominate news cycles. Meanwhile, shrinking staffs at traditional news outlets and an evolving and diversifying media landscape are making the pursuit of coverage even more challenging.
So how do you break through to ride the wave of current news coverage as opposed to getting buried by it?
One promising option: the often overlooked practice of newsjacking, which can add relevance to your media pitches and build strong relationships with key reporters.
Newsjacking still remains unfamiliar to some communication pros, despite the fact that back in 2017 the Oxford Dictionary shortlisted newsjacking — along with broflake and kompromat — as one of its “words of the year.”
So, for starters, here is the Oxford definition: Newsjacking: The practice of taking advantage of current events or news stories in such a way as to promote or advertise one’s product or brand.
Successful newsjacking requires not just keeping up with the news, but also considering how the latest headlines and trending stories may relate to your organization’s mission and work.
So how do you become an effective newsjacker?
It starts with answering these five questions whenever you’re presented with a newsjacking opportunity:
How will you pitch?
Because of the inherent urgency of newsjacking, you likely won’t have time to write formal press releases. Often, your best option is to send quick, focused notes directly to some of the journalists covering the topic, offering up an angle that might be of interest.
Can you advance the conversation?
Not every trending news story that has a connection to your organization's work is necessarily a target for newsjacking. Before reaching out to journalists, ask yourself how your potential story angle provides new and timely information that can bring a fresh perspective to the topic.
What are the risks?
The timeliest stories often involve controversial or divisive issues. Before hitting the send on a pitch, consider the outlets you’re targeting and assess whether getting coverage on the issue poses significant reputational risks or could encourage social media trolls to target your organization. Sometimes those risks are worth taking. But it’s best to consider them before wading into the fray.
Are you able to deliver?
Nothing turns a journalist off faster than offering up a compelling story angle, but then not being able to quickly schedule relevant interviews or provide factual and sourced information. Make sure key sources from within your organization are aware of your newsjacking strategy and are readily accessible and prepared if you get a bite on a pitch.
Are you building relationships?
Even if a journalist doesn’t pursue your angle, they are likely appreciative of hearing from a source that is focused on helping them advance an ongoing story. If they pass on your idea, follow up with a brief thank you in a note that lets them know you follow their work and will keep an eye out for interesting stories moving forward. Over time, that can lead to the journalist viewing you as a trusted source that they can turn to in the future.
Landing good media placements has always been challenging, and it’s not getting any easier.
But consistently employing newsjacking tactics can improve your odds of success – and, over time, elevate the profile and relevance of your organization.
