In this blog, Hugh Cadman, Interim Head of Content, discusses:
- What news hijacking means in practice
- Why it can be such an effective tool for B2B technology brands
- Why strong media relations are critical to making it work
You are the boss or CTO of a scale-up tech company and you find yourself quoted in the media on an unfolding news story. It has a high level or relevance to your product or service and your company’s name gets recognition.
It didn’t happen by accident. Your Performance PR partner had previously laid all the groundwork. They took the time to come to know your business inside-out and knew which kind of story would be best for you to comment on. They prepared a bank of possible commentary in advance and knew which media to approach. It meant that when the story broke, they were already one step ahead.
All it took was a little tweaking to make it fit journalists’ requirements as quickly as possible. Then you had the final say before anything went out.
Once the publication used the comments, more invitations to contribute to breaking news followed, boosting your profile and establishing your business as dynamic, relevant and up-to-the-minute in every respect.
This is news hijacking, and in B2B tech PR, it is a technique that can insert a relatively little-known company into a global conversation. It is the ability to offer expert commentary on a news story as it unfolds, whether in print, online or broadcast media.
News hijacking drives the kind of visibility you want in B2B technology
When done well, news hijacking results in high-profile, high-quality media coverage that drives brand visibility and positions senior spokespeople as credible experts on a topic. It is not only about being a trusted name, but also about being ready with a relevant comment at the right moment.
Journalists often work to tight deadlines, so brands that respond quickly and add genuine value are far more likely to secure coverage. That is where a strong media relations strategy makes all the difference, helping spokespeople move quickly and get in front of the right journalists at the right time.
Cyber security expertise on display
Cyber security remains the classic example because breaches, incidents and attacks on major companies or critical infrastructure can be dramatic, demanding expert insight of interest to a large audience.
The skill in this sector is choosing the right incident and being aware of sensitivities. Many cyber security companies eager to boost their profile do not want to appear opportunistic in the wake of someone else’s misfortune.
Apart from anything else, it’s not good for business. But that doesn’t mean avoiding all comment or only uttering obvious generalities.
Performance PR firms have the know-how
A Performance PR specialist knows how to calibrate commentary to give reporters and presenters what they need without being condemnatory or smug. PR specialists also have the reputation, the contacts and the channels of communication to get the whole thing rolling in the first place.
If an interview with broadcast media or podcasters is required on a developing story, it can be daunting. But any PR firm worthy of its fee should provide a full brief and run-through of the key points to cover. This is where media training proves itself invaluable, but it is not a necessity as it is not your own company that is under scrutiny, but someone else’s.
Building on a successful news hijack
Success in news hijacking doesn’t end with publication or broadcast. It’s then up to the PR agency to ensure contact is maintained and further opportunities seized upon. News hijacking is under continuous review, building on what has gone well, taking the initiative to secure more articles and opinion pieces on the back of the publicity achieved.
If you want to make news hijacking a more effective part of your media relations strategy, speak to our experts about how we can help you spot the right opportunities, respond with authority and turn timely commentary into lasting media relationships.
