Sunday, March 2, 2014

Newsjacking Offers Opportunities for Associations

David Meerman Scott “invented” the term newsjacking which he defines as “the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.”

The weekend Wall Street Journal highlights a different example of newsjacking of the Oscar’s. Only, in this case, organizations such as the AARP have created awards before or after the Oscars in order to grab attention.

Perhaps it should be called event-jacking?

In AARP’s case, they created the “Movies for Grownups” awards and invited celebrities to attend. This year, for example, Nebraska (the movie) star and Oscar nominee Bruce Dern received the best actor award and spoke at the “geezers dinner.”

The Oscars award ceremony has become second to the Super Bowl in impact as measured by cost per second for TV commercials.

Thus, groups such as AARP, have “linked” awards and events to newsjack the Oscars.

Does your association have an awards program?

Do you recognize “high profile” persons for awards and invite them to your event?

Are there events within your industry or profession which you might event-jack to achieve your objectives?

What other ways can you use a newsjacking strategy to benefit your association?

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