Timeliness has long been a key component of any PR professional’s media relations toolbox. In fact, to a journalist, timeliness is one of the main qualifications in determining whether a pitch is newsworthy. But all too often we find that companies miss the mark in understanding the appropriate way to introduce their brand into the conversation, and the message either gets lost or sounds disingenuous.
In 2011, marketing-industry guru David Meerman Scott pioneered the idea of “newsjacking,” or the art and science of injecting your ideas into a breaking news story. His concept was fairly simple – when news breaks,