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<b><i>Media & Communications: </i></b> Why You Should Be Newsjacking
Newsjacking is a method of leveraging hot news items to generate brand recognition and client visibility. Successful newsjackers track breaking news and emerging trends, and use clever thinking to either make connections that put their clients front and center, or to simply insert their clients into a high-profile conversation that otherwise would never have included them.
In legal marketing, lawyers have long been stymied by their inability to discuss confidential matters, and newsjacking offers an exciting new means of sidestepping this issue. Even if lawyers can't discuss a particular case, they can offer compelling insights based on their relevant areas of expertise. Newsjacking can bring a savvy firm to the forefront of a hot legal issue, completely circumventing any confidentiality concerns.
My public relations firm recently used newsjacking to capitalize on the European Court of Justice's landmark ruling on the Safe Harbor Agreement, which found that personal data sent from the EU to U.S. servers is potentially subject to U.S. government surveillance. The ruling provided two of our clients, who were not parties in the matter, the chance to get in front of U.S. and international audiences by sharing their expert opinions on the case. One client advises companies on privacy and security policies, and the other counsels companies on technology transactions ' both areas significantly impacted by the ruling. Our rapid-response outreach resulted in our clients being quoted in top-tier media outlets and invited to speak on the topic.
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