Today’s media is driven by algorithms, virality and 24/7 news cycles. As a result public relations professionals are under increasing pressure to stay relevant and drive client results.

Agencies can’t rely on their clients to produce regular or newsworthy press releases, or for media publications to cover them. PR, then, requires agility and versatility in order to generate consistent and high-quality coverage. For B2B companies particularly, cutting through industry noise and connecting with audiences is vital.

One tool in the PR toolkit whose significance can’t be overstated, is trendjacking. 

What is trendjacking?

Trendjacking, or newsjacking, is the process of strategically using trending news items to further a brand’s visibility and status within their industry. From a B2B Tech perspective, this generally means providing media outlets with expert comments from client spokespeople, but can also include standalone bylines, interviews, or wider campaigns. 

Why does trendjacking matter?

Trendjacking can help to establish businesses as thought leaders. By contributing unique and nuanced perspectives on developing news stories, B2B Technology brands can effectively position themselves as authoritative voices within their industry. This is vital to earning credibility and presenting clients as the go-to for specific business technologies.

It can also help build stronger media relationships. Through interacting with journalists and offering valuable commentary, a successful PR professional establishes the credentials of their client to the media. This in turn opens the door for in-bound enquiries from top publications seeking expert comments from industry leaders when covering fast moving stories.

By trendjacking, a PR agent can give their client more visibility, both to their potential clients and to the media. With greater consumer awareness for a brand, there also comes greater appetite for the news concerning it. The same can be said for the journalists writing this news. Customer and press relationships are make-or-break when it comes to attempting to get coverage for press releases.

What to remember when trendjacking

• Act fast

Speed is critical when it comes to leveraging news articles, and comments need to be ready at hand. To facilitate this, PR agents need to be proactive in predicting the news cycle so that they can prepare an arsenal of canned spokesperson comments, and be able to respond to all eventualities.

• Be judicious in your choice of trending news 

Being sensitive to a clients’ preferred messaging is of paramount importance. It’s better to miss out on an opportunity than insert your client into the wrong story.

• Add value

There’s no use in echoing the same story or view into the media ether. For trendjacking to be effective, you must be offering a unique, insightful take that can further a story.

• Monitor and re-evaluate

Perhaps most importantly, PR professionals must dissect their methods. By looking back and asking yourself what pitching styles, stories, angles and media targets are failing or succeeding, you can be far more precise and successful in your future trendjacking.

Trendjacking isn’t just about chasing the most viral news, it requires careful thought, planning, and execution. By keeping abreast of the news cycle, thinking proactively, and establishing excellent relationships with your clients’ spokespeople, PR agents afford themselves a much better chance of securing coverage. Trendjacking is no longer just a buzzword, it’s an essential part of public relations.