Newsjacking, the practice of capitalizing on current events to create original content or to link a brand to a trending conversation, has become an essential tool for companies seeking media relevance. However, doing it ethically and consistently with the company’s values is what separates a well-seized opportunity from a potential reputation crisis. In this post, we’ll explore how to apply newsjacking to position your brand as a thought leader without losing credibility.
What Is Newsjacking and Why It Can Boost Your Communication Strategy
Newsjacking involves strategically inserting your brand’s voice into a trending topic that’s attracting media attention.
When done right, it can:
- Increase brand visibility in the media and on social networks.
- Strengthen the authority of spokespeople or experts within their field.
- Improve SEO and engagement by connecting with conversations that already interest your audience.
For example: imagine a major company suffers a cyberattack, and media outlets begin preparing articles about it. A tech company with cybersecurity expertise could react to this news by offering safety tips. In doing so, it becomes an expert source for the media and provides valuable, timely content for journalists covering the story.
As a communication consultancy, at LF Channel we help our clients identify real newsjacking opportunities aligned with their objectives, without forcing messages that don’t fit their positioning.
The Limits of Newsjacking: When Not to Ride the Trend
Not every topic is suitable for brand association. The speed at which news circulates can lead to mistakes if immediacy is prioritized over thoughtful reflection.
Here are some situations where newsjacking should be avoided:
- Sensitive topics such as tragedies, humanitarian crises, or political conflicts:
Brands should avoid addressing these issues without a genuine connection or real value contribution. For example, during the Syrian refugee crisis, some brands used refugee imagery in their advertising without a clear commitment to the cause — which was perceived as opportunistic. In such cases, the lack of clear purpose can alienate audiences and damage brand reputation. - News that contradict the brand’s values:
Brands must stay aligned with the values they promote. For instance, if a company positions itself as a sustainability advocate but sponsors events promoting single-use plastics, it creates confusion and distrust among consumers. Consistency between brand values and actions is key to maintaining public trust. - Situations where there’s no added value, just opportunism — leveraging a trend or circumstance without meaningful contribution or alignment with the organization’s purpose:
A clear example of this is greenwashing and rainbow-washing. Greenwashing happens when a brand presents itself as eco-friendly without implementing real sustainable practices. Rainbow-washing occurs when a company uses Pride symbols only during Pride Month, without an ongoing commitment to the LGBTQ+ community. These behaviors are often seen as attempts to exploit social causes without genuine involvement, which can harm a brand’s reputation.
In our blog, we explain strategies for inclusive communication: How to Connect with Diverse Audiences Through Inclusive Communication.
Poorly managed newsjacking can result in loss of trust and credibility even public backlash. The key is to evaluate the context before acting: What does my brand contribute to this conversation? Does it truly help the audience?
How to Do Newsjacking Ethically and Effectively
To leverage current events responsibly, we recommend following these steps:
- Align the message with the brand’s values
Newsjacking should be a natural extension of your communication strategy, not a one-off action. For example, if your company supports sustainability, it makes sense to comment on new green legislation but not on unrelated viral topics with no connection to your sustainable agenda. - Act quickly, but not carelessly
Timing is essential: news cycles are short. That doesn’t mean acting without strategy having predefined protocols and pre-approved key messages helps you respond quickly without compromising consistency. - Provide informational value
The goal isn’t just to “be part” of the conversation but to contribute useful information, data, or expert insight. This builds trust and enhances credibility among media and audiences. - Measure the impact
Analyzing results allows you to fine-tune your approach. Did the content generate media coverage? Was there increased web traffic or positive engagement? Measuring these outcomes ensures a real return in visibility and reputation.
Responsible Newsjacking: Credibility Is the Key
Brands that practice ethical newsjacking bring real value to conversations, aligning with their purpose and expertise. Being credible means commenting on news consistently with brand values, offering verified and useful information, and being authentic not using the story solely for self-promotion. This approach builds trust and strengthens your position as an industry thought leader.
If your company wants to strategically and respectfully join media conversations, our team can help you design an ethical and effective newsjacking plan tailored to your values and objectives. Learn more about how we approach communication and PR strategy at LF Channel.
Useful Resources on Ethics and Communicationç
To learn more about responsible communication in changing environments, we recommend consulting:
- Internationally, the most recognized reference is the PRSA Code of Ethics by IPRA, the leading global network of PR professionals, founded in 1955, promoting ethical and trustworthy communication.
- In Europe, the IPRA Code of Athens and the CERP Code of Lisbon stand out, both are considered ethical reference frameworks for communication and public relations. The CERP (European Confederation of Public Relations) brings together national PR associations across Europe to promote ethics, education, and professional development in the field.
Leveraging current events in corporate communication strategies is a great opportunity for companies seeking media buzz and thought leadership. However, finding the right angle and applying it to your PR strategy in the age of misinformation and information overload can be a real challenge. If you need help, don’t hesitate to contact us.
