Newsjacking dos and don’ts
✅ Make journalists’ lives easier. If you’ve secured an opportunity, keep them up to date on what is going on.
✅ Practice. Especially if it’s been a while, or you have a new spokesperson, or you are working on behalf of a client and have never newsjacked together before.
✅ Tailor your pitch to journalists and influencers. Spend the time getting to know journalists so you can work out the best approach. Many prefer an email pitch to telephone or social, especially as a first contact.
“I like access rather than being served or told what the story is.”
Emma Barnett, BBC
❌ Ask if a journalist has received your email. Journalists do tend to read their emails and will get back to you if what you have sent is relevant.
If you call and get through (which is rare), say which story you are getting in touch about and explain why your spokesperson is an ideal interviewee and / or your data is relevant and unique.
Cut to the chase – journalists are always busy, working to deadline and likely regretting having answered the phone to a PR.
❌ Request interview questions or copy approval. You’re not going to get it on a fast turnaround newsjack.
❌ Offer a spokesperson who is not available. Nothing annoys journalists more.