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NEWSJACKING
ADD TO THE STORY

EARN BIG LINKS IN REAL TIME 

DON’T BE A “NEWSJACKASS”
@RECIPROCALRYAN
THE
WIN
(n(y)o͞oz jak-ing) (n.)
NEWSJACKING
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
Source: David Meerman Scott
~30+ 

LINKS
~51+

AVG.DA
$250K

REVENUE
Source: Real Life
~41+ 

STORIES
~28+

LINKS
~10K+

SHARES
Source: Alan
~50+ 

STORIES
~90+

LINKS
~200K

SHARES
Source: Real Life
~1,706 

LINKS
~894 

LRDS
~10,000+ 

SHARES
YOU CAN DO IT
IF I CAN DO IT
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
ARE YOU
SUUUUURE?
BUT SERIOUSLY, WHY
WOULD THIS WORK FOR
MY COMPANY?
HARO
HELP 

A REPORTER
OUT, YO
You’re not stealing the story

You’re adding to the story
NEWSJACKING

NEWSAUGING
HOW DO YOU SPOT
AN OPPORTUNITY?
HOW DO YOU SPOT AN OPPORTUNITY?
▸ Train your mind
▸ Listen to and read lots of news
everyday
▸ Shift your lens
▸ Be on the lookout (hello
Google Trends)
▸ Who’s not covering it? See if
you can fit their beat
▸ An old, tired news story 

(a “never-ending story”)
▸ A series
▸ Your connection
HOW DO YOU DECIDE IF YOU SHOULD GO FOR IT?
1. Do you have a connection?
2. Do you have an original angle?
3. Can you ship this in 0-24 hours?
4. Can you offer some value?
5. Are you willing to take the risk to your brand reputation?
6. Are you gonna be a “Newsjackass”?
DO YOU HAVE A CONNECTION?
▸ It’s best if you have some sort
of connection
▸ Geographic
▸ Personal connection
▸ Interest
▸ Fandom
▸ Relevant to what you do
▸ The competition
▸ Varying degrees of
connection required
▸ If it feels like a stretch, it
probably is
ONE
DO YOU HAVE AN ORIGINAL, UNIQUE ANGLE?
▸ It needs to be unexpected
▸ Spark curiosity
▸ Gets a laugh just from the headline
TWO
DO YOU HAVE AN ORIGINAL, UNIQUE ANGLE?
▸ Imagine your potential newsjack as a headline:
TWO
CAN YOU SHIP IT WITHIN 24 HOURS?
▸ Newsjacking is a race
▸ You have to act fast to catch
the wave
▸ Even if there’s lots of coverage
THREE
CAN YOU OFFER SOME VALUE?
▸ Monetary
▸ Comedic
▸ Emotional
▸ Societal
FOUR
ARE YOU WILLING TO TAKE THE RISK 

TO YOUR BRAND REPUTATION?
FIVE
Smaller brands can take bigger risks than bigger brands
‣ The three main potential benefits of newsjacking:
‣ Brand awareness
‣ Links
‣ $$$
‣ Big brands get brand awareness and authority, while smaller brands usually won’t
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
WAYS TO MITIGATE THE RISK
▸ Get feedback first
▸ Intimately understand the nuances of the story
▸ Evaluate public opinion
▸ Stay neutral, if at all possible
IF YOU WANT TO TAKE A STAND
▸ Newsjacking is a smart
way to do this
▸ 66% of consumers want
brands to take a stand
TAKE THE RISK
▸ Talked to colleagues,
friends, and family
▸ Evaluated public opinion
ARE YOU GONNA BE
A NEWSJACKASS?
(n(y)o͞oz jak-ass) (n.)
NEWSJACKASS
One who misleads the media regarding a current
event, or one who trivializes or capitalizes on a current
event without thought to the participants, or without
backing their newsjack with value.
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
G.O.A.T.
DON’T BE A NEWSJACKASS
HOW TO CREATE A NEWSJACK
HOW TO CREATE A NEWSJACK
▸ Examples of things you can do:
▸ Free offer (a product or service)
▸ Boycott/protest
▸ Refusal of service
▸ Event
▸ Witty Tweet
▸ Comedic commentary
▸ Survey data/Expert opinion
▸ Charitable service
HOW TO CREATE A NEWSJACK
▸ Fully establish your campaign
▸ Make sure you have a visual: graphic, video, anything
▸ Vanity domain
▸ Relevant content connected to story
▸ Show that you understand the story
▸ Try and be as lighthearted and even keel with your
content as possible
▸ Cover yourself legally
▸ Don’t get owned
▸ Have the next step or “layer of
the onion” ready
HOW TO CREATE A NEWSJACK
HOW TO PITCH IT
▸ Journalists know what you’re doing
▸ Don’t act high and mighty
▸ Don’t be heavy-handed about it. More of a wink and a nod
▸ Get to the point
▸ Let THEM form an opinion
▸ Don’t forget to have the next layer of the onion ready
START LOCAL
Local 

News
Local Commentary
Regional News/Syndication
Regional Commentary
National News
National Commentary
RIPPLE
EFFECT
REMEMBER THIS?
CASE STUDIES
REMEMBER THIS?
WE WERE LATE. LIKE, REAL LATE. 23 DAYS LATER
FAIL
DIDN’T FULLY
ESTABLISH THE
CAMPAIGN
OBVIOUS ANGLES
USUALLY AREN’T
WORTH THE EFFORT
PLUS IT WAS
CROWDED FOR
NEWSJACKING
MMGA
ORIGINAL
IDEA
SHIPPED WITH
IN 24 HOURS
ESTABLISHED
CAMPAIGN
VALUE CONNECTION
PERHAPS STILL INVEST IN THE NEWSJACK IF THE STORY HAS LEGS
MMGA TIMELINE
MAR 1ST

STORY LAUNCH
MAR 24TH

NEWSJACK
NOV 4TH

ELECTION NIGHT
WENT WILD ON FACEBOOK
1,000

SHARES/HOUR
YOU NEVER KNOW HOW PEOPLE ARE
GONNA USE YOUR CAMPAIGN
RESULTS OF MMGA
4

BACKLINKS
2

LRDS
$2,200

W/O SALARY
$2,520

W/ SALARY
2K+

SHARES
$1,100

CPL W/O SALARY
$1,260

CPL W SALARY
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
WWMYC ORIGINAL IDEA
WWMYC ESTABLISHED CAMPAIGN
VALUE
▸ Foregoing money from
potential big payday
▸ Comedic value
▸ Emotional value
VALUE
WWMYC
ORIGINAL
IDEA
SHIPPED WITH
IN 24 HOURS
ESTABLISHED
CAMPAIGN
VALUE CONNECTION
RESULTS OF WWMYC
WWMYC TIMELINE
Wednesday
7 p.m. 

Rumors of Chargers
move reported
JAN 10TH JAN 11TH
Thursday
8 a.m. 

Official announcement. Stories are
being published like crazy
8:01 a.m.

Many people in our office are pissed
11 a.m.  

Idea to newsjack hits
Noon

Discussion if we should do this
4 p.m.

Start calling movers and got first
five movers on-board
5 p.m.

Start developing website
JAN 14TH
Sunday
1 p.m.

NBC sports online
interview
6 p.m.

NBC 7 San Diego
evening news
JAN 15TH
Monday
JAN 16TH JAN 17TH
Tuesday Wednesday
JAN 12TH
Friday
9 a.m.

Getting more
movers on-board
11 a.m.

Website launches
12:35 p.m.

Starting pitching
2:05 p.m.

Interest from
Union Tribune
3:30 p.m.

First article is
published
RESULTS OF WWMYC
50K+ 

SHARES
421 

BACKLINKS
110 

LRDs
$1,195

W SALARY
$715

W/O SALARY
30+ 

RADIO STORIES
25+ 

TV/VIDEO
100+ 

TOTAL STORIES
54 

AVG. DA
$10.86

CPL
$7 

CPL
▸ Be prepared for your
interviews
▸ Imposter syndrome might hit
hard
▸ Ignore the haterz
▸ Prepare a damage control
team
▸ Prepare any follow ups
HOW TO HANDLE IT
▸ Get your story straight
▸ Study the event/issue from all sides
▸ Prepare for questions like:
▸ Why are you doing this?
▸ Have they taken you up on your offer?
▸ Do you think it will work?
▸ What about the people on the other side of
this that don’t agree with you?
▸ Again, don’t act high and mighty
▸ Have fun with your interviews, be
honest
▸ You’re always on the record
▸ Don’t be coerced into saying
provocative things if you don’t want to
INTERVIEWS
HOW TO HANDLE IT
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
▸ After it goes viral, imposter
syndrome might hit hard
▸ Especially when the haterz
come out
IMPOSTER SYNDROME
HOW TO HANDLE IT
IMPOSTER SYNDROME SOLVED
HOW TO HANDLE IT
Z
HATERZ GONNA HATE
HOW TO HANDLE IT
HATERZ GONNA HATE
HOW TO HANDLE IT
▸ Mentally prepare
▸ Commentary from all sides is
NORMAL
▸ You can’t please everyone
▸ Do not engage!
HATERZ GONNA HATE
HOW TO HANDLE IT
▸ Let the rational masses fight your
battle
WHATEVS.
THANKS FOR
THE LINK.
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
DAMAGE CONTROL TEAM
HOW TO HANDLE IT
▸ Get everyone in your company on
the same page
▸ High fidelity message from all
participants
▸ One point of contact for the media
THANKS FOR STOPPING BY
▸ Underused tool in the digital marketer's
toolbox
▸ Affordable way to earn big links and/or
create brand awareness
▸ Anyone can technically do this
▸ Ask the 6 questions
▸ Be prepared, be fast, don’t be a
“newsjackass”
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time
CONTACT
@reciprocalryan
ryan@hireahelper.com
CITATIONS
https://www.buzzfeed.com/dorsey/cnn-lol?utm_term=.yq6LWB39ye#.iuRLyp3lPv
https://www.webinknow.com/2013/03/proof-that-you-can-succeed-at-newsjacking-too.html
https://www.webinknow.com/oxford-dictionaries-shortlists-newsjacking-as-word-of-the-year-for-2017
https://en.oxforddictionaries.com/word-of-the-year/shortlist-2017
http://www.getspokal.com/15-examples-of-the-good-the-bad-and-the-ugly-of-newsjacking/

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