Newsjacking

Newsjacking

The term "newsjacking" originates from English and is a combination of the words "news" and "hijack." It was coined by David Meerman Scott, an American marketing strategist and author, who wrote the book "Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage" in 2011.

The idea behind newsjacking is that companies or brands quickly respond to current news events by linking their own marketing message to the news story. They aim to capitalize on the attention the news receives to gain more exposure and attention for their own message.

However, it is important to ensure that your message fits well with the news. If not done correctly, people may react negatively, and it could damage the image of your company or brand. Therefore, a careful approach is crucial.