Your phone explodes with breaking news and something big just happened. Everyone’s talking about it. Most stay silent, unsure what to say. But the smarter, more proactive founders? They see an opening. Some may have even seen an opening before it happened.
That’s where newsjacking comes in.
It’s not about jumping on every headline. It’s about knowing when a trending story aligns with what you do and saying something valuable, quickly and clearly. When done right, newsjacking positions you as a credible voice in your industry. When done wrong, it reeks of desperation.
So how do you strike the right balance?
What Is Newsjacking?
Newsjacking is the practice of inserting your voice into a breaking or trending story to gain attention, visibility and relevance. It works because you’re tapping into what people are already interested in. But it only works if you’re fast, relevant and intentional.
The goal isn’t to hijack a moment. It’s to contribute to it on your terms.
Why It Works
People trust experts. And they want to hear from people who can make sense of things that are unclear or overwhelming. When news breaks, audiences look for perspective. If your personal brand is tied to a topic in the headlines, such as tech, policy, culture, or business, this is your cue.
You get visibility. You build credibility. And if your take is fresh or insightful, people start to remember your name.
When to Step In (And When to Stay Silent)
Not every trending topic is an opportunity. You don’t need to comment on every scandal or tweetstorm.
Here’s the rule: if you can’t add value, stay out of it.
You’re not a news outlet. You’re building a personal brand. That means sharing takes that reflect your values, expertise and strategic direction.
Ask yourself:
- Does this relate to the work I do or the values I stand for?
- Would my ideal audience care about this?
- Do I have something new, useful or thought-provoking to say?
If the answer is no to any of these, move on.
How to Newsjack Without Being Cringe
Now for the how.
1. Speed Matters, But Thoughtfulness Wins
You need to act fast, ideally within the first few hours of the news breaking. But never sacrifice clarity and always do your due diligence. A rushed hot take won’t help you. A timely, thoughtful post will.
Set up Google Alerts, follow journalists and industry leaders and develop a bespoke PR calendar so you know what to expect each month.
When something relevant hits, take 15 minutes to decide if and how you want to respond. Then draft your response.
2. Lead With Value, Not Hype
You’re not here to chase likes. You’re here to build authority. Focus on what your audience needs to know, not what everyone else is saying.
Make your post useful. Translate the news into something practical. What does this mean for your industry? What should your audience be thinking about?
Example: If you’re a DEI consultant and a major brand faces backlash over diversity failures, don’t just repost the headline. Break down what went wrong, why it matters, and what others can learn from it. Through this, you may get a journalist to use your post or get you involved in an interview.
3. Add Your Angle
Don’t just echo the same news; we all heard and saw it already. Share your take in a way that’s rooted in your experience. That’s what makes your content worth reading.
Your opinion is the product. But it has to be earned. If you’ve worked in the space, led similar projects or have insights others don’t, lean into that. It’s what makes your voice credible.
4. Make It Platform-Ready
Format matters. On LinkedIn, go with a clean structure: lead with a punchy hook, share your opinion, then wrap with a question or call to action. Keep it tight—no essays.
On Instagram, pair a bold visual with a short caption that summarises your point. On X, go sharp and snappy.
Different platforms, same rule: clarity beats cleverness.
5. Don’t Exploit Sensitive News
This should be obvious, but worth repeating. If the story involves death, trauma, or injustice, tread carefully. If your post reads like you’re using pain to boost your brand, people will remember and not in a good way.
Lead with empathy. If in doubt, hold back.
Making It Work for You
Newsjacking isn’t just about media stories. It can be a reaction to trends, viral moments, or industry changes. It’s about context.
The next time something big happens in your field, don’t just scroll past it. Think: How would I explain this to someone who trusts my opinion?
Then go do that. That’s how you stay relevant.
Moving Forward
If you’re serious about building a personal brand that’s known, trusted and visible, you can’t afford to sit on the sidelines. Learn to step in at the right time, with the right message, for the right reasons. Not just to be seen, but to be respected.
See you next week!
