Public Relations & News-jacking : When must you news-jack?

News jacking, pioneered by the good David Meerman Scott ( @dmscott ), as an armor in your public relations strategy is here to stay. And not just stay – the only way you will be able to make a significant value addition to your brand is to use news-jacking, more in the coming times.

That can only happen, if as a marketing or PR pro, you are real-time ‘new-jacking’ ready!

There is also a raging debate on the merits and de-merits of news-jacking.

When should we in PR or marketing news-jack??

When should we in PR or marketing news-jack??

The answer to that debate is this – you must news-jack at the right time, in the right place, in the right context. There are no two ways about it.

While there can be a long debate on the when and how of new jacking as a PR tool, brands must look at news jacking if it has the following impact for them-

  • Will it show the brand, products and services in good light, in the context of the event?
  • Does the consumer see the brand has something beneficial to offer – either by way of information or services, or tangible/intangible product benefit?
  • Will news jacking in the given situation serve brand-lift in the short and long term?
  • Will news jacking stand the test of ethics in business and also stand any legal test, that may come to the fore by any stakeholders?
  • Would all the stakeholders in the product/service be happy with the technique used to news.

As a PR professional, and an avid news-jacker, ask yourself these quick questions when you embark in your next news jacking sojourn!

 

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Public Relations – Why are Indian marketers weary of news-jacking?!

News-jacking, as an all powerful tool in the PR armor is catching up like wild fire across the world.

Yet, how much have you heard of news-jacking being put to use in India? Not much, despite the fact that its our own iconic AMUL brand, being the pioneers of news jacking!

Amul’s witty and thoughtful, and almost daily topicals are best practical examples of news-jacking. When they did it firs in the yesteryear, little would the brand custodians have imagined that what was done in a simple easy to reach way will become “news-jacking”, and pioneered by David Meerman Scott.

Amul - our own news-jackers!

More recently, Groupon India resorted to news-jacking, by making use of the spiraling onion prices in the country – and the marketing and public relations mileage they obtained was phenomenal. If you judge the spin-off in AVE terms, they would have garnered immense value for the paltry PR money that went into the effort.

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

Yet, you don’t see it being much used as a tool in India.

Why? Is it that we are too touchy about how sensibilities might get hurt in this sub-continent, or is it just Indian marketers and brands are comfortable with conventional tools?

Just google, and you shall find how every possible event from the US presidential election, to Hurricane Sandy,  and more recently, the Royal baby have been news-jacked – ensuring unimaginable marketing mileage – which would cost very high in other means!

What do you think as  a public relations maven?? Is it time for more and more news-jacking in our public relations arsenals?