5 Ways of Newsjacking To Promote Your Firm

PSMJ Resources, Inc.
Posted on: 06/19/18
Written by: PSMJ Resources, Inc.

pen and paper-1The Internet continues to change the way people communicate and interact with each other, and if you′re struggling to keep up with what′s trending in social media, online videos, apps, blogs, or more, your service is bound to get lost in the ether. 

Newsjacking is one tactic that your architecture or engineering firm can add to its content marketing arsenal—to cut through the digital marketing din and standout in its geographic market(s) and/or area(s) of expertise.


Newsjacking, according to David Meerman Scott, author of The New Rules of Marketing & PR, is the process of injecting your brand into the day’s news and creating a twist that grabs eyes when they’re open widest, i.e. just before the story gains momentum and journalists start searching for more information (see chart left). 

And then if your analysis or take on the topic is compelling enough, this could position you as a local expert on the subject.

Not only is timeliness key to success, but is also important to choose a story that not only makes sense with your brand, but, like any content marketing, is appropriate for and of particular interest to your target audience. 

To get started, Meerman Scott suggests monitoring Google Alerts, then putting one of five approaches to work to promote your firm via a blog, PDF document, or video, and then sharing it widely on social media.

  1. Valuable Information. Based on your expertise, provide analysis that positions you as a local expert.

  2. Humor. A take on a local news story or event that is funny enough for people to take notice.

  3. Celebrity. Ride on famous coattails and inject your brand into a celebrity story.

  4. Event You Know is Coming. Apply your expertise to help clients prepare/deal with what may be coming.

  5. Politics. Need to be careful here, but use your expertise to provide analysis on a political development or candidate.

Taking a story that has been a hot topic in the news as an example, your architecture or engineering firm could write a blog post or do a social media campaign on why your city would be the best location for Amazon’s new national headquarters. 

The New Rules of Marketing & PR, 6th EditionDavid Meerman Scott's international bestseller The New Rules of Marketing & PR is the guide to the future of marketing. In The New Rules of Marketing & PR, you′ll learn how get the right information to the right people at the right time at a fraction of the cost of traditional advertising.  

Get a Copy Now!


THRIVE_2018_WEB-SPLASH-no-hardrockDavid Meerman Scott was the keynote speaker at last year's THRIVE conference.  PSMJ has recently released the list of keynote speakers for itsTHRIVE 2018 conference, to be held in San Diego, October 22-24, 2018.





June 17, 2022

2022 A/E Compensation Survey Shows Significantly Different Increases for Staff and Management Positions

PSMJ’s A/E Compensation Benchmark Suite data reveals huge pay and bonus bumps for key architecture and engineering firm professionals, but it all depends on what you do and how..

Read More
June 16, 2022

How to Lead and Succeed with “SFA”: Success from Anywhere

“Work from home” became a necessity with COVID. Then evolved the idea of “work from anywhere” – whether that be home, a local café, or other workspace. Even as we work through..

Read More
May 26, 2022

Unlocking Profitability with the New Generation of Agile Project Management Tools

If your firm is like many in the architecture, engineering, and construction (AEC) business, you’ve spent much of the past couple of years hunting for new strategies that lead to..

Read More