If you look up ‘drafting’ in the dictionary, one of the definitions you’d see, relative to racing, is something like “to stay close behind another racer so as to take advantage of the reduced air pressure created by that leading racer”. As in, the trailer is taking advantage of the effort from the leader.
Media isn’t all that different. A story starts to break. The media glom onto it. Attention rises. And along comes another story, related, but in and of itself perhaps not quite the draw. But by spying an advantage, the follower takes advantage of and drafts off the leader, thus getting pulled onto center stage. I’m using the analogy of drafting. Best-selling author David Meerman Scott calls it Newsjacking in his newest release, available now on the Amazon Kindle platform (just in time for the release of the Amazon Kindle Fire, on November 15).
As David puts it:
Newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack. That new level, however, favors players who are observant, quick to react, and skilled at communicating.
You may not have considered this in quite these terms, but it’s all around us. And David uses fresh examples to illustrate in this short, punch, relevant, and timely ebook. Paris Hilton and the Wynn Hotel kerfuffle? Check. Chilean miners and Oakley eyewear placement? Check again. Larry Flynt and – well, a number of things: Anthony Weiner, Jersey Shore, Rick Perry… Check mate. Not only does David drive the point home with examples rather than academia, they are recent examples – recent enough for the reader to pause and say, “right – I remember that!” And if you don’t? No worries – since it’s written on Amazon’s Kindle platform, stories are dynamically linked to live web content, unlike traditional books. So, if a particular point isn’t resonating with you, you can jump out, skim the backstory, and jump back into Newsjacking in no time flat.
All the skills of good journalism and writing are still required, but one can save a bit on the pitch budget and instead look for everyday connections between breaking stories and your company or your products. David walks the reader though some steps to teach them how to jack news on their own, just like the pros.
So, skip your bold no whip extra skinny super-hot double-cup latte for two days and pick up Newsjacking. It’s priced less than the cost of two of those drinks and will fill you up more.