Scott Newsjacking

How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage
1. Auflage 2011
ISBN: 978-1-118-25231-4
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: 0 - No protection

E-Book, Englisch, 64 Seiten, E-Book

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.

Autoren/Hrsg.

Scott, David Meerman

Inhaltsverzeichnis

The Rules Have Changed vii
1 From Random Occurrences a Method Emerges 1
2 Why Real-Time Journalism Needs Newsjackers 3
3 The Newsjacker's Goal: Own the Second Paragraph 6
4 How to Find Your Own News, Jack 10
Tracking People You Know 10
Monitoring Keywords and Phrases 11
Twitter: The Newsjacker's Essential Tool 12
5 Then Again, It May Just Fall into Your Lap 13
6 Ka-Ching: CEO Bags a Cool Million with a Single
Blog Post 15
7 Become the Go-To Gal (or Guy) in Your Industry 18
Comment on Regulatory Change in Your Industry 19
React to Your Competitor's Announcement with a Media Alert20
8 Getting the Mandate to Communicate 21
9 How to Board the Media Bus in Real Time 23
Blog It and Put It on Your Website 23
Media Alerts in Real Time 24
Harness the Power of the Podium 25
Live-Stream It 25
Link Your Message to Existing Content Via Comments 26
Knock on Doors the Media Have Created 26
Tweet Journalists Direct 27
A Pitch in Time Scores Nine 27
10 Be Careful Out There 28
11 Meet the Master Newsjacker: Larry Flynt 31
12 Jack Be Nimble, Jack Be Quick 34
13 Now It's Your Turn 36
Acknowledgments 38
About the Author 39
Have David Meerman Scott Speak at Your Next Event 41
Also by David Meerman Scott 4