Be a part of it with newsjacking

You know how everybody says the world of technology moves so fast? But does it really? Scrum and other agile methods are hot right now. But are they new? Most agile methods were created in the mid-90s. It's taken 15 years to go from early adopters to the mainstream. "Cloud" is so hot right now. It took me a while to see that what was new to some was old-hat to me. Because I work so closely with technology innovators, I tend to hear about things long before they hit the tipping point. And--I should pay more attention to this--I tend to be blasé about new ideas once they do become mainstream. But while new technology and products tend to be years in the making, news stories come and go in days. You see something new on Twitter, check Google to learn more, maybe set up a news alert to stay informed. But what if, rather than keeping informed, you want to influence the story? Enter "Newsjacking." You may have watched the youtube video on "United Breaks Guitars." At last check, over 11 million people have viewed the video. Bummer that they broke his guitar but it probably made Dave Carroll's' career. The story appeared in newspapers and TV reports. Most of us just said, "Wow. Bummer." But one company said, "Golly, that's such a shame. If only they'd be using our premium travel cases." David Meerman Scott told me about Jim Laffoley, the President of Calton Cases, who saw an opportunity and offered to provide Dave Carroll and his band super-protective travel cases for the band's upcoming tour. Laffoley didn't stop there; he came up with a new product, Carroll's Traveler's Edition Guitar Case. Laffoley saw a story, found a way to contribute (to both the band and the story), and became part of the story. Newsjacking is aligning your product and company message with a top-of-mind issue. And when reporters search Twitter and Google, they'll find your contributions and come to you for more information. Your thought-leadership is sought out by others. The traditional media seeks out thought-leaders to give a new spin, to keep the story alive, to give them more context. David explains how to do it in his new book, Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Loaded with examples, he shows how you can piggy-back on today's news stories and get your message to your audience. Sure, you can beg journalists to write about you... or you can blog about it and the journalists will beg you to add to the story.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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