In celebration of 15 years of success, TrizCom PR takes a trip down memory lane, reflecting on the projects that have shaped our agency's achievements. As we honor our history, we proudly showcase a curated collection of our favorite 15 earned media features, promotions and campaigns. These endeavors have captured audiences' attention, brought about meaningful change and boosted the brands we've been privileged to collaborate with.
Come aboard this journey as we revisit the moments that have propelled TrizCom PR to its current position as an industry leader.
Now let's delve into the highlight on our list. The Art of Newsjacking - Featuring Taco Bueno and NFL defensive end Taco Charlton.
The Art of Newsjacking
In public relations (specifically media relations), unexpected events occur that you simply can't predict. The key is being prepared for anything - and I mean literally anything - having the ability to seize opportunities when they arise – known as newsjacking.
Newsjacking is like riding a fast-moving river on a surfboard. You wait for the perfect wave of breaking news and when it arrives, you skillfully catch it, using its momentum to ride high and make a splash in the media waters. Like a skilled surfer, newsjackers must balance their timing, precision and creativity to stay afloat and ride the wave of public attention while maintaining their brand's message and integrity.
Media Relations - Establishing Connections with Journalists
Media relations, commonly called earned media, shape perception and cultivate a brand's reputation. This encompasses building and nurturing relationships with journalists, editors and media outlets. Effective media relations enable organizations to garner press coverage, effectively manage crisis communications and enhance their image (online and offline).
Successful media relations involve knowing journalists' needs and interests. By fostering trustworthiness and credibility, companies can increase their likelihood of securing media coverage while effectively conveying their message to key audiences.
Newsjacking - Harnessing Current News Trends
Newsjacking involves leveraging trending news stories or events as an opportunity to incorporate a brand's message or viewpoint into national conversations (already happening).
Newsjacking allows brands to leverage topics to gain visibility and engage with their target audience in a relevant way. However, it's crucial to execute it carefully to ensure that the brand's message aligns with the news story.
It's essential to approach newsjacking sensitively since it can backfire if not handled thoughtfully. Brands that come across as opportunistic or insensitive can suffer a significant backlash.
Mastering the Art of Newsjacking
To engage in a newsjacking opportunity, consider the following steps:
Preparation is key - Before positioning someone as an industry expert in the media, ensure their credentials are current. This involves crafting a rounded biography, creating an expert source one pager, maintaining an up-to-date website and having a high-resolution headshot readily available. Being thoroughly prepared will project professionalism and enhance the expert source's credibility when interacting with the media.
Stay informed - Stay updated on both national AND global news. Identify stories that resonate with your brand's values and target audience.
Choose wisely - Not every news story presents an opportunity for newsjacking. It's important to consider which topics you engage with and choose stories directly relevant to your business and expertise. By being selective in your choices, you can ensure that your efforts to join national conversations align effectively with your brand and messaging.
Here are some key points to keep in mind when it comes to newsjacking.
Act Fast - Timing is crucial in newsjacking as news cycles move rapidly. Typically, you have a maximum of two days to make the most of an opportunity.
Stay relevant - Ensure your brand's message adds value to the news story.
Maintain authenticity - While participating in newsjacking, it's important to uphold the integrity of your brand. Be genuine and transparent. Avoid exploiting topics for personal gain.
Focus on the journalist - Avoid promoting yourself or your company to the reporter when seizing an opportunity. Instead, strive to understand what questions the reporter aims to address for their readership. To be effective, offer value by providing solutions or unique perspectives that differentiate you from sources available to the reporter.
Think creatively - Offer perspectives and innovative ideas relevant to the news story.
Utilize your media channels - Once you've taken advantage of an opportunity and are used as an expert source, inform your audience about it (or, as we like to say, amplify it!). Share the media coverage through your social media platforms to showcase your expertise and demonstrate that a third party has recognized it. This will enhance your credibility. It will also help maximize the reach of the media coverage and help you effectively engage with your key audiences.
Benefits of Newsjacking in Earned Media
Increased Visibility - By aligning your brand with a trending news story, you can attract attention from a wider audience and generate media coverage that you might not have received otherwise.
Elevates Authority - Newsjacking can significantly elevate brand authority by capitalizing on timely and relevant news stories. When brands offer valuable insights or unique perspectives on current events, they position themselves as industry thought leaders. Being featured in media coverage related to trending topics enhances their credibility, visibility and trustworthiness, fostering stronger connections with audiences. Newsjacking demonstrates a brand's ability to stay current and insightful, ultimately boosting its reputation and authority in the market.
Relevance and Timeliness - Newsjacking allows your brand to be part of current conversations, showcasing your ability to stay on top of industry trends and provide valuable insights.
Example of Successful Newsjacking - Taco Bueno and Taco Charlton
TrizCom PR had recently been hired by Taco Bueno to help promote their CEO's participation in "Undercover Boss." Taco Bueno, founded in 1967 in Abilene, Texas, is a much-loved fast food franchise chain specializing in quick-serve Tex-Mex. The brand is passionate about providing better-tasting Tex-Mex, prepared daily with fresh, hand-selected ingredients. There are literally thousands of self-proclaimed Buenoheads - especially in the Dallas-Fort Worth Metroplex. At the time, Taco Bueno operated 184 restaurants in Arkansas, Colorado, Louisiana, Oklahoma and Texas.
Undercover Boss
"Undercover Boss" was a CBS hit reality TV series that provided a glimpse into the workings of different companies. In each episode, a top executive or CEO would transform themselves and adopt an identity to work undercover in entry-level positions within their organization. This gave them experience of the challenges and realities their frontline employees face. While undercover, they would engage with employees, listen to their stories and witness the triumphs and hardships they encountered in their roles. The climactic moment would come when the boss revealed their identity, often surprising the employees. They would then address any concerns or issues that emerged during their adventure. The show offered an emotional perspective on the relationship between level management and frontline staff. It recognized employees' dedication and hard work at all levels within the company.
Taco Bueno's "Undercover Boss" episode was set to air on Friday evening, May 12, 2017. TrizCom PR arranged a CBS media tour the morning of the episode and put together a companywide screening at a local movie theater, where we invited the media to attend. Needless to say, May 12, 2017, was jammed packed.
However, fate had a delicious surprise in store for Taco Bueno the night before the premiere on May 11, 2017, during the NFL Draft.
ESPN writer Todd Archer wrote, "Taco Charlton playing for the Dallas Cowboys seems to be a natural fit because of the affinity for Tex-Mex food in the area. So, what's the favorite taco for the Cowboys' newest first-round pick? Crispy? Soft? Chicken? Beef?"
The next day on May 12, 2017 (intentionally or unintentionally), the front page of the Sports Section of The Dallas Morning News shouted out Taco Bueno's name with pride.
Remember, as stated above, it just happened that Taco Bueno CEO Mike Roper was also doing a CBS blitz for his premiere of "Undercover Boss" that day. You can bet that TrizCom armed Roper with the Sports Section to take with him on his press tour.
TrizCom PR also created a press statement with the Charlton/Bueno connection, as Charlton was scheduled for a 3:30 p.m. presser. At 3:15 p.m., we issued a five-sentence statement from Roper welcoming Charlton to America's Team to 1,800 journalists.
"Last night, Jerry Jones drafted Michigan defensive end Taco Charlton to America's Team. This morning, The Dallas Morning News ran the sports page headline "Taco Bueno," and we couldn't agree more. North Texas has been the home base to the legendary Tex-Mex chain for its entire 50-year history and we are opening our arms and doors to Taco Charlton as he becomes part of the fabric of our hometown. While we craft some of the biggest food in Texas, we don't claim to have any 277-lb. tacos. Jerry Jones really outdid us on that one. On behalf of the entire Taco Bueno team and Buenoheads worldwide, welcome to Dallas, Taco Charlton."
After NFL influencer, Ian Rapoport broke the statement, it went viral and was picked up by hundreds of sports and national news outlets.
And in that incredible moment, we knew that Taco Charlton had to become the face of Taco Bueno for the 2017-2018 NFL football season. But securing him as Taco Bueno's spokesperson was more challenging than a simple phone call. Taco Bueno had to carefully consider several factors to ensure a perfect match.
Would Taco Charlton be comfortable in front of the camera? Is he crisis-averse and controversy-free? What's the public perception of him? Is his team easy to work with? And most importantly, does the connection between Taco Bueno and Taco Charlton feel natural or forced?
It was time to pitch once we considered all the above factors. However, Taco Bueno was one of many brands wanting Taco Charlton. There were a lot of Tex-Mex brands - and quite a few with deeper pockets than Taco Bueno had at the time.
We knew that the magic had to be on the pitch. Instead of using money to woo Taco Charlton, Taco Bueno took an authentic approach. Taco Bueno engaged him using earned media as an invitation, showing him our genuine enthusiasm. His agent listened and our relationship became rooted in authenticity rather than financial incentives.
Fast forward to June 27, 2017, when Taco Bueno officially announced the partnership with a jaw-dropping breaking news exclusive provided again to the top NFL influencer, Ian Rapoport. And in just one day of production, Taco Bueno captured hundreds of messages from Taco Charlton that could be used throughout the season.
While none of this could have been planned (heck, TrizCom PR didn't even know who Taco Charlton was before May 11, 2017), our agency was agile, creative and had the experience and expertise to know this was an opportunity. And what an opportunity it panned out to be.
Click here to see some of the thousands of press clips TrizCom PR secured for Taco Bueno.
Media relations and newsjacking are powerful tools that can elevate your brand's visibility, engagement and reputation. By building strong relationships with the press and tapping into current news stories, brands can effectively capture the attention of their target audience and make a lasting impact. Remember, staying informed, acting fast and maintaining authenticity are key to successful newsjacking.
Want to see more of our favorite earned media clips, promotions and campaigns?
#1 of 15 – TrizCom PR’s Top Earned Media Clips, Promotions and Campaigns - "The Healing Touch" – Massage Envy and Sarah Lewinski
#2 of 15 –TrizCom PR’s Top Earned Media Clips, Promotions and Campaigns - Changing Lives Together: Team Escalade Texas – Cause Marketing
If you want to learn more about media relations or explore newsjacking strategies, please contact TrizCom PR.
Newsjacking FAQs
Q1 Is newsjacking suitable for brands?
Not at all! Newsjacking can be effective for businesses of any size. The key is identifying news stories and offering perspectives or insights aligning with your brand's values and expertise.
Q2 How can I stay current on the news and trends in my industry?
It's crucial to stay informed about industry news and trends. You can accomplish this by following industry publications setting up Google Alerts for keywords and engaging with thought leaders and influencers on social media.
Q3 Are there any drawbacks associated with newsjacking?
Indeed, there are risks involved in newsjacking. Assessing whether a news story suits your brand is critical and avoiding exploiting tragic events is important. Always consider the impact on your brand's reputation and public perception.
Q4 Can I engage in newsjacking on social media platforms?
Absolutely! Social media platforms are perfect for newsjacking due to their real-time nature. By monitoring trending hashtags and participating in conversations, you can effectively engage with your audience through platforms like Twitter, Instagram and LinkedIn.
Q5 How can I gauge the success of my newsjacking efforts?
One way to measure the success of your campaigns is by tracking metrics such as an uptick in website traffic, increased engagement on social media platforms, media mentions and the overall sentiment around your brand. Monitoring these metrics will give you insights into your efforts' effectiveness and impact.
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