This video is brought to you from the OG's of Digital PR, Reactive PR and Newsjacking, 10 Yetis Digital.

In this short video Shannon (MD of 10 Yetis) and Andy (CEO and Co-Founder of 10 Yetis) talk through the origins of newsjacking pr which is also know as reactive PR. They go through the history and first examples of reactive PR and also give their tips on the tools that you need to carry out effective newsjacking and reactive pr campaigns.

Having trawled the national newspaper archives, Andy found out that the first use of newsjacking was in 1909 and in this video he explains who first used it and how the trend then grew. We reference Press Association helping to grow the use of reactive PR and how news groups like Reach PLC and its move to hyper-local focussed news are making the industry grow even further.

Many agencies, including 10 Yetis Digital now offer a dedicated newsjacking PR service and it is becoming an industry in its own right.

The video also talks through our favourite examples and how we approach newsjacking and reactive PR.

Technical notes:
The newsjacking video was shot on a Panasonic GH5, the audio was captured using Wireless Go2 mic's and receiver and edited in Premier by our in house video team.

Visit [ Ссылка ] to read more about our services and the history of reactive and newsjacking PR.

TRANSCRIPT OF THE NEWSJACKING Public Relations VIDEO

Andy: Oh hey Shazza did you hear that is wasn’t digital PR who invented newsjacking PR after all

Shannon: It’s definitely not what I’ve heard

Andy: Hi my name is Andy Barr and I’m the cofounder of 10 Yetis digital.

Shannon: And my name is Shannon and I am managing director at 10 Yetis.

Andy: Tell me Shazza what is newsjacking?

Shannon: Well Andy Barr I’m glad you asked, so newsjacking is basically reacting to breaking news or something that’s going on in the media to try and get coverage so that could be in the form of a comment or similar. So what made you decide to do this research then Andy?

Andy: Well Shannon, I was really fed up of the digital PR community claiming that they’d invented reactive and news jack in PR so I went to the British newspaper archives and I dug from 1800 onwards.

Shannon: I don’t know why you did that because it didn’t start until 1909.

Andy: Could have told me before.

Shannon: So what did you find?

Andy: Well after hours of pointless research I found that newsjacking didn’t really exist before 1909. Essentially newspapers just well journalists just wrote facts, weird.

Shannon: That is strange.

Andy: Never catch on. So the first example I found was in 1909 by the automobile association shazza.

Shannon: otherwise knows as the AA.

Andy: Catchy. Before that time it was mainly letters to the editor where CEOS or they weren’t called that back in the day big bosses would write to newspapers moaning about articles and giving their own thoughts.

Shannon: So initially we had a theory that well Andy had a theory I’m just taking credit for it there that newsjacking would have originated back when press association launched which was in 1868 I believe, and actually that wasn’t the case because what they seemed to do was just package up stories as the journalists would want them and then really is was the regional press that took on the kind of ownership of newsjacking by reaching out to local businesses and everything in relation the story to get comment from them.

Obviously Press Association is a lot different now because a lot of the reactive PR that we do for clients and the newsjacking if you can get a comment secured with press association it goes everywhere and you can just pack up for the day and go home.

Andy: Fast forward to now and the likes of reach plc have invented something called hyper local news, very exciting. So in summary newsjacking and reactive PR started in 1909, which using my maths its nearly a hundred years before digital PR was invented. Five.

Shannon: Tips

Andy: For

Shannon: News

Andy: Jacking, tip one

Shannon: You need to be fast if you’re not quick with getting your comment out with your newsjacking then you don’t stand a good chance of getting coverage, tip two

Andy: Be flowery, be controversial, be memorable, tip three

Shannon: Throw in some data and statistics, tip four

Andy: Go PA, go wires, go Neil Shaw, tip five

Shannon: Plug into the news agenda because if you miss the opportunities to react you don’t stand a chance.

Andy: No chance

Shannon: What’s one tool that you can live without for newsjacking?

Andy: lsc.co.uk

Shannon: Okay mine’s probably twitter because that’s where I find a lot of my breaking news and gossip.

Andy: Love twitter.

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