Newsjacking
The practice of injecting a brand's message or perspective into a breaking news story to gain attention and media coverage.
Explanation
Newsjacking was coined by marketer David Meerman Scott, who popularized it in his 2011 book of the same name, describing how brands can attach their own content or commentary to a trending news event to ride its existing attention. Done well, it means offering a genuinely relevant insight or reaction quickly while a story is still current; done poorly, it can look opportunistic or tone-deaf, especially around sensitive events. For marketers, it is one of the fastest ways to gain visibility without paid media, but it requires speed, editorial judgment, and sensitivity to avoid backlash.
Related terms
Turkish definition
Bir markanın mesajını, gündemdeki bir haberin dikkatinden yararlanmak için o habere dahil etme pratiği.