As an author whose goal is to sell copies of your book as well as brand yourself as a leading and credible expert on your book’s subject matter, you can’t afford to live in a bubble.
It’s vital that you stay on top of current events; that you be well aware of trending news stories, particularly as they pertain to your area of expertise. Why? Simply put, knowledge of what people are talking about at any given time presents the great opportunity to be part of, and perhaps even lead, the resulting conversation.
While newsjacking is a term and resulting practice that is relatively foreign to many authors, it has actually been with us for quite awhile now.
American online marketing strategist and author David Meerman Scott is widely credited with first having popularized the term back in 2011 as a descriptor of the practice of leveraging breaking news to draw wider attention to one’s product/service and/or brand. In fact, Scott was so convinced of newsjacking’s benefits that he wrote a book on the practice, Newsjacking: How To Inject Your Ideas Into A Breaking News Story And Generate Tons Of Media Coverage. It remains a very good read for those looking to learn more about the practice and its benefits.
Why would a busy news producer or editor care what you have to add to a breaking news story? The answer lies in the highly competitive world they inhabit.
Media news organizations are in constant search of gaining an edge over the competition. That’s the name of the game for content decision makers. A fresh voice offering a unique take on a story is a highly attractive prospect; a competitive advantage that any producer or news editor doing his or her job effectively would quickly recognize and act upon. News-jacking provides you with the opportunity to be that fresh voice.
Along with having a keen awareness of trending news topics as well as breaking news developments, your news-jacking success is highly dependent on jumping in early. Every news story has a shelf life and it’s generally a short one. It’s imperative you quickly identify opportunities to make your expertise well known to the content decision makers so they can take advantage to the benefit of their readers, viewers or listeners. If you don’t step up, someone else will and you’ll be left at the curb.
As you contemplate your news-jacking strategy, consider that the practice doesn’t exclusively require buy-in from a media organization to be successful. As a marketing savvy author, you have developed your social media platforms to the point where you have a number of followers. Give them the benefit of your unique take on a trending news story and they will share your posts, bringing you more followers and shares.
News-jacking doesn’t cost you anything but an investment of your time and perseverance. However, the rewards are potentially huge in terms of getting your name out there and keeping it there.
Don’t lament “I should have” when “I did it” is there for the taking.
Recognizing and Then Acting upon an Opportunity Is What News-Jacking Is All about and Few Execute That Better Than Jack H.M. Wong
As a serial entrepreneur and author of the Amazon bestselling book Cracking the Entrepreneur Code: 7 Tips to Build the Business You Always Wanted, Jack H.M. Wong continues to position himself as a high-in-demand coach and trainer as well as a world-renowned expert in sales and business negotiation.
You may recall, as many do, an incident earlier this year that saw a doctor forcibly removed from a United Airlines jet. A video of the incident quickly went viral. Millions were suddenly aware of what had happened and were talking about it. Enter Jack who quickly saw an opportunity to take advantage of the situation to gain media exposure and thus promote his business.
“News-jacking is a technique I learned from one of Gerry Robert’s training videos,” notes Jack.
Jack’s press release was distributed to various media organizations within a couple of days. In one of his podcast interviews with a host from the United States, he seized the opportunity, making the podcast host aware of his press release. He asked Jack to share the three business lessons with his audience.
Jack’s press release, titled Author Jack H.M. Wong Divulges Lessons Learned from United Airline’s Incident from a Business POV, was published by various media outlets. Its full content can be found HERE.
Clearly, news-jacking is one of Jack’s favourite techniques of gaining media exposure because it is relatively easy to execute.
“And the content of a press release can be re-purposed when I am giving business talks or training,” says Jack.
“If you agree that gaining media exposure is important to you as an author, there are lots of ways that Gerry and his team at Black Card Books can help.”
To learn more about Jack and his work, visit his website at http://crackingentrepreneurcodebook.com/ In addition, be sure to connect with him on Facebook at http://www.facebook.com/jackhmwongofficial.
We are amazed on how Jack Wong seized the opportunity! Carpe Diem!
MAGGIE GEORGOPOULOS: Up the Ladder of Media Success in a Skirt!
Never underestimate the power of inspiration. Maggie Georgopoulos, author of Up the Ladder in a Skirt, clearly knows that.
As a global business coach and inspirational speaker, Maggie has inspired business leaders and entrepreneurs around the globe, particularly helping women succeed in traditionally male-dominated businesses and industries. And, as a leading authority on women achieving success, Maggie has been, and remains, a highly sought-out source by various journalists and prestigious media publications such as Forbes Magazine.
In early 2017, Maggie recalls, she received an email asking if she would be able to speak to a journalist before 2 p.m. that very same day. “I was in London for International Women’s Day,” she recalls.
It was fortunate that I was sitting in a café between meetings. I responded to the email within 15 minutes of receiving it. I was called about an hour later.”
She adds she had a short conversation with the journalist that led to her being featured as an expert on women in leadership in Forbes Magazine.
Maggie had a press release that was distributed in time for International Women’s Day. As a result, she not only received the opportunity to get into the larger conversation and grab media attention but her message was amplified, thereby boosting her reach and visibility.
Check out the Forbes article featuring Maggie Georgopoulos, Why Women Still Do Not Get On At Work.
Meanwhile, learn more about Maggie and her work by visiting her website at http://www.uptheladderinaskirt.com.
All praises to Maggie’s stellar media success!
The world is hungrier than ever for news and those tasked with feeding the masses have a huge appetite for fresh perspectives on what people are talking about.
As an author with unique and invaluable knowledge of your book’s subject matter, you are a commodity for media organizations embroiled in a fierce competition for people’s attention. News-jacking – the practice of leveraging breaking news to draw wider attention to your book and your standing as an expert on its content – is your door to infinitely greater exposure.
If you’re news-jacking already, well done! You deserve the benefits that have come your way. But if you have yet to undertake the practice, it’s well past high time that you jump in.
Start now by reviewing today’s news headlines and determine ways you can relate your book’s content and your knowledge of it to trending and breaking news stories. You may find there’s no connection. That’s OK. Tomorrow is another day and other opportunities to news-jack will inevitably show themselves.
News-jacking is a continuation of a theme well covered in previous editions of The Power of Performance Newsletter – marketing yourself as a go-to source for editors and producers hungry for fresh content. It’s all about getting your foot in the door and, once there, remaining in the room behind that door.
In the marketing realm, opportunities abound for authors but they are not all of the fall-in-your-lap variety. Sometimes you have to create an opportunity. Either way, recognizing an opportunity and acting upon it is key to ongoing success, for both your book and yourself.
Black Card Books’ Premium Media Campaign helps authors establish strong and lasting media connections that, in turn, will greatly benefit news-jacking ventures. The campaign offers the services of an iPublicist who will serve as your liaison with media outlets while creating a customized media relations campaign that speaks directly to the knowledge that is uniquely yours.
Our team of experts are fully dedicated in reviewing the Premium Media Campaign in more detail, and together we will help you on your remarkable and over-the-top inspiring journey. Get your FREE Coaching Call and learn how you can do this GUARANTEED! Email firstname.lastname@example.org today!