Newsjacking
Newsjacking is the generation of attention by actively hooking into the news or hijacking the news. By applying newsjacking, companies and organizations take advantage of current news stories or events. Usually by responding and, in doing so, establishing a relationship with their product, brand or goals.
News can generate interest in a product or service among journalists and the public (read: potential customers). Also, by responding to news, a company can itself become part of the media attention. Newsjacking can be used to exploit attention to a particular topic and as a vehicle to create content for social media and other proprietary channels.
Examples of newsjacking are:
