The news cycle these days tends to move quite quickly which has created new challenges for companies trying to keep up with the latest trends. Additionally, the journalism industry has also shifted, which means companies need to work hard and fast so they can get themselves and their solutions in front of the public, which is why newsjacking can be so beneficial.


The tactic named newsjacking isn’t very old, and it’s simply the process of companies monitoring the news cycle for any trends and figuring out if there are any opportunities where they can insert their brands into that news cycle or trend. It’s a great strategy for generating more exposure, getting in front of a larger audience, and increasing SEO efforts. Essentially, companies have to monitor the news cycle and work quickly to insert themselves in an interesting or entertaining way inside any trending topics that might be relevant to the business or the solutions. The precarious nature of newsjacking is that the news cycle can change at different speeds – lasting anywhere from a couple of hours to a few years. A great example of both is how whenever Apple announces a new product launch, the news circles the entire globe quite quickly but it dies down after a few hours. On the other hand, the news cycle of the pandemic has spanned over two years with different peak times. That means companies have to rely on their communications and media teams to keep up with the latest developments and figure out ways to insert the business and its key messages inside of them.


Another option that companies can have is pre-newsjacking. That means will need to get ahead of any breaking news, which is quite difficult because it’s practically impossible to predict the future news stories. However, there are some instances where companies can do that, such as during heavy travel periods around holidays, other national holidays, and more. To effectively utilize pre-newsjacking, companies need to have a robust list of media contacts and a predetermined relationship with those contacts, great visual assets, communication with the company’s spokespeople, and an opinion from those spokespeople. The goal here for companies needs to be to have everything ready to go before a news story breaks so that the business will send out its own information to media outlets and journalists whenever they’re looking for an asset or a source during a developing situation. This strategy requires a lot of upfront work and keeping up with the latest developments in the world, but when it’s successful, companies can successfully place themselves in front of the public and grab their attention.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.