Newsjacking

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.