Newsbreak and how to create it out of thin air
One way to promote a brand is to mention it regularly in the media or social networks. However, for such PR to be effective, it is necessary to choose the right newsbreak. Sometimes it is necessary to invent news, which will help to attract the attention of customers to the company.
One of the variants of the newsbreak is to create it on the basis of somebody else’s news. This method is called newsjacking, and it consists of coming up with news based on an interesting event. In this case, marketers look at daily publications, trends, and posts by famous people, and influencers.
A prime example of newsjacking was demonstrated in 2013 by Oreo. During the Super Bowl, there was a power outage and viewers moved to social media. Oreo’s marketers decided to take advantage of the situation and tweeted that despite the lack of electricity, their cookies could be dipped in milk even in the dark. The tweet fired off and went viral with millions of retweets.
When using newsjacking, there are a number of rules to follow. First, your news should be timely and come out when the chosen newsbreak is trending. In addition, the promotion, in this case, should be unobtrusive, otherwise the audience, on the contrary, will have a negative attitude towards the brand.
Do not choose to create a newsbreak with ambiguous and sharply socialized topics, such as crashes, disasters, and mass tragedies.
Another option for promotion through news can be various studies, analytics, and surveys. However, this approach requires attention to the creation of a newsbreak – the information must be presented with some justification. Such a publication should contain accurate figures, conclusions, and reliable information. The subject of the research can be different, but the main thing is that it should give an opportunity to link information to the brand and be interesting to the audience.
An effective way to promote a company is through joint newsbreaks that are related to cooperation with another company or organization. The news does not necessarily have to be grandiose, in this case, it works by linking it to another well-known name. It is important to present the information correctly in order to interest the user.
A corporate event, a company’s birthday, a new employee joining the company, or a personnel change – all these can become an excellent newsbreak. Company events can be combined with the introduction of promotions or special programs for clients.
You can express your creativity and develop an interesting proposal or a joint competition with a partner. Such an option would be a great newsbreak that would take several publications and increase brand awareness by attracting a partner’s audience.
You don’t have to wait for an important event or write a catchy news story. It can be created on the basis of a minor message, developing the idea in the right direction for your brand.
