With the news cycle faster than ever, driven by the popularity of social media, it is essential for businesses to remain relevant and front-of-mind for their target audiences.
Newsjacking, which involves using trending news stories to promote your client’s goals, can be an effective strategy. However, with many communications agencies already using this approach, how can you distinguish your client’s business? The answer lies in Antidote’s comms tech approach, and at the heart of that is data.
Crafting new angles with data
In 2021, a survey found that only three out of every 100 media pitches to journalists actually get a response. To increase your chances of success, ensure your story is packed with substance. You can use statistics to bring fresh insights to a topic or shed light on a lesser-known situation.
To connect deeply with your audience, your story must be accessible and relevant. Focus on presenting your information clearly and engagingly, and tailor your pitch to the specific interests of your target journalists to maximise your impact.
Reach diverse target audiences
Data isn't just about proving your point. It's versatile and can help you connect with different types of people. When you have access to data, you gain valuable insights into the preferences, interests, and behaviours of various target audiences. This information allows you to create content that resonates specifically with each group, addressing their unique needs and concerns.
By catering to the distinct tastes and interests of different audiences, you enhance your newsjacking strategy's effectiveness. You're no longer presenting a one-size-fits-all message but rather a personalised approach that speaks directly to each group.
Data visuals in newsjacking
To ensure your newsjacking efforts don't go unnoticed, visualise your data. Charts, graphs, and infographics are not only aesthetically appealing but can also simplify complex stats. These visuals can effectively tell the story of your data, compare results, and highlight trends, engaging your audience while strengthening your message.
A recent Cision survey of 3,800 journalists revealed that over half receive at least 50 pitches each week, with nearly a quarter receiving up to 100. To stand out in a sea of pitches, make your story visually appealing and easy to grasp with clear charts and images, so busy journalists find it more accessible.
Strengthening your newsjacking efforts
As we’ve discussed in this article, data storytelling is about turning abstract numbers into relatable stories, making complex information digestible and engaging for audiences in a way that lends authority to the message.
From a journalist's point of view, newsjacking is only useful if it provides something additional to their story. That’s where the comms tech approach excels. By presenting a new angle, or data-led insights from a credible source, you provide an elevation to straightforward reporting. If you are able to repeatedly provide these data-led narratives, journalists are more likely to hold your client as a trusted and valuable source of analysis.
