Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage

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IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVYOPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIAATTENTION.

The rules have changed. The traditional PR model—stickingclosely to a preset script and campaign timeline—no longerworks the way it used to.  Public discourse now moves so fastand so dynamically that all it takes is a single afternoon to blastthe wheels off someone’s laboriously crafted narrative.

Enter newsjacking: the process by which you inject your ideas orangles into breaking news, in real-time, in order to generate mediacoverage for yourself or your business. It creates a levelplaying field—literally anyone can newsjack—but, thatnew level favors players who are observant, quick to react, andskilled at communicating. It’s a powerful tool that can beused to throw an opponent or simply draft off the news momentum tofurther your own ends.

In Newsjacking, marketing and PR expert and bestsellingauthor David Meerman Scott offers a quick and punchy read thatprepares you to launch your business ahead of the competition andattract the attention of highly-engaged audiences by takingadvantage of breaking news.

Newsjacking will provide you with:

  • Tools that you can use to monitor the news
  • Case studies and examples that demonstrate how to strike at theright time
  • Information on how to make your content available online forjournalists to find
  • The potential risks of newsjacking
  • Keys to developing the real-time mindset required to succeedwith the strategies presented in the book

Newsjacking is powerful, but only when executed in real-time. Itis about taking advantage of opportunities that pop up for afleeting moment then disappear. In that instant, if you are cleverenough to add a new dimension to the story in real-time, the newsmedia will write about you.

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More by David Meerman Scott

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The international bestseller—now in a new edition

When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'

The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising.

The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managersOffers a wealth of compelling case studies and real-world examplesIncludes information on new platforms including Facebook Live and SnapchatShows both small and large organizations how to best use Web-based communication

Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.

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Additional Information

Publisher
John Wiley & Sons
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Published on
Nov 7, 2011
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Pages
64
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ISBN
9781118252314
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Language
English
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Genres
Business & Economics / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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The international bestseller—now in a new edition

When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'

The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising.

The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managersOffers a wealth of compelling case studies and real-world examplesIncludes information on new platforms including Facebook Live and SnapchatShows both small and large organizations how to best use Web-based communication

Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.

Launch effective real-time communications to win in today'salways-on world

Gone are the days when you could plan out your marketing andpublic relations programs well in advance and release them on yourtimetable. "Real time" means news breaks over minutes, not days. Itmeans companies develop (or refine) products or services instantly,based on feedback from customers or events in the marketplace. Andit's when businesses see an opportunity and are the first to act onit. In this eye-opening follow-up to The New Rules of Marketingand PR, a BusinessWeek bestseller, David Meerman Scottreveals the proven, practical steps to take your business into thereal-time era.

Find out how to act and react flexibly as events occur, positionyour brand in the always-on world of the Web, and avoidembarrassing mistakes and missteps. Real-Time Marketing andPR will also enable you to:

Develop a business culture that encourages speed overslothRead buying signals as people interact with your onlineinformationCrowdsource product development, naming, and even marketingmaterials such as online videosEngage reporters to shape stories as they are beingwrittenCommand premium prices by delivering products at speedDeploy technology to listen in on millions of onlinediscussions and instantly engage with customers and buyers

Scale and media buying power are no longer a decisive advantage.What counts today is speed and agility. While your competitorsscramble to adjust, you can seize the initiative, open newchannels, and grow your brand. Master Real-Time Marketing andPR today and become the first to act, the first to respond, andthe first to win!

The essential roadmap for the new realities of selling when buyers are in charge

Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more 'selling'—there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost.

The New Rules of Sales and Service demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whether you're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace.

 David Meerman Scott provides up-to-the-minute analysis of the current state of the digital commercial landscape, plus expert guidance toward the concepts, strategies, and tools that every business needs now.

Among the topics covered in detail:Why the old rules of sales and service no longer work in an always-on worldThe new sales cycle and how informative Web content drives the buying processProviding agile, real-time sales and service 24/7 without letting it rule your lifeThe importance of defining and understanding the buyer personasHow agile customer service retains existing clients and expands new businessWhy content-rich websites motivate interest, establish authority, and drive salesHow social media is transforming the role of salesperson into valued consultant

Because buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. The New Rules of Sales and Service is required reading for anyone wanting to stay ahead of the game and grow business now.

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