When a topic receives significant attention, it creates a chance for brands to join in. A timely message or post can put your brand in the spotlight. It's a way to get noticed, connect with people in real time, and show that you're part of the conversation, not just a passive observer.

When the messages are perfectly synced, the results can be incredible. A single post or comment, shared at the perfect moment, can grab attention, create buzz, and generate new opportunities. However, missteps can damage your reputation instead.

In the following lines, we’ll explain how brands can use newsjacking responsibly. We’ll define what it is, show you what makes it effective, and share some real examples. We’ll also highlight common mistakes to avoid and show how this strategy can support your brand’s goals.

First things first. What is newsjacking?

Newsjacking is a marketing and PR strategy where a brand reacts to a breaking news story, trending topic, or significant event. Typically, you do this by creating content that connects the news to your brand’s product, message, or expertise. The goal? Join a conversation people are already having in a way that adds value.

At first glance, newsjacking is sometimes confused with a similar tactic known as trendjacking. While both involve reacting to something that is gaining public attention, they differ in purpose and timing.

Newsjacking focuses on responding quickly to breaking news. These are sudden events that no one could have anticipated, such as a significant political announcement, a celebrity scandal, or a surprise legal change. The window of opportunity is short, and brands must act fast to become part of the conversation while the public's attention is still focused on it.

Trendjacking, on the other hand, is more like surfing a wave that's already building. You’re joining ongoing cultural or social trends. These trends develop more slowly and are often easier to predict. Examples include viral TikTok challenges, ongoing discussions about mental health or climate action, and popular memes. Because these trends have a longer lifespan, brands have more time to plan their messages and develop creative responses.

The three rules that make newsjacking work

To master newsjacking and make sure it benefits your brand, you need to follow three core principles: fit, speed, and substance. These elements are the foundation of a responsible and effective strategy.

1. Fit (alignment with brand values and expertise).

Not every news story is right for your brand. Before you jump in, ask yourself: “Does this connect to what we do or believe in?” Set clear rules about the types of news your company will respond to. Newsjacking works best when the message feels natural and connected to your brand.

2. Speed (rapid reaction and timeliness).

Once you've found a relevant topic, the challenge is speed. Newsjacking thrives on being timely. The faster you can react, the greater your impact. The most effective communicators are always prepared, using alerts and following journalists to anticipate news and respond quickly. Being among the first to comment can make all the difference.

3. Substance (providing value and a unique perspective).

Many brands fail by simply adding noise to existing conversations. Instead of offering generic opinions, provide insights that only your brand can deliver. This might include industry data, customer stories, or expert analysis that enriches the discussion. Journalists are looking for helpful, unique, and informed insights, so the more value you can provide, the more likely your voice will be heard.

Case Study: The black panther, a Romanian example

A recent example from Romania demonstrates these principles in action. In summer 2025, news emerged about a black panther allegedly escaping from a Bulgarian zoo and crossing into Romanian territory. This story generated significant online discussion and creative responses. Romanian brands quickly capitalized on the moment with humorous, locally themed content and AI-generated images of the panther enjoying local life, flooding social media.

Local restaurants, shops, gyms, and even banks seized the moment. Brands created playful visuals showing the panther enjoying ice cream, shopping, or going for a manicure. Even Romania’s Firefighters Department posted an AI-generated image of a panther being rescued from a tree, with a note highlighting the problem of fake news.

These responses succeeded because they demonstrated precise brand alignment (local humor), rapid execution (posting within hours of the story breaking), and creative value addition (entertaining visuals that resonated with audiences). The result was substantial organic reach and engagement without advertising spend.

The benefits of strategic newsjacking

When done responsibly, newsjacking offers significant advantages for brands:

• Increased brand visibility

One of the most significant benefits of newsjacking is a substantial boost in brand visibility. By aligning with major events, you can reach a much larger audience than you could on your own. The Oreo Super Bowl response reached millions of users without paid promotion, demonstrating newsjacking's amplification potential.

• Improved social engagement

Newsjacking has excellent potential to improve social engagement. Content tied to current events typically generates higher engagement rates. Research indicates newsjacking content can produce 2-3 times more interaction than standard social media posts.

• Thought leadership positioning

By offering unique perspectives or expertise on breaking news, newsjacking can help brands establish themselves as thought leaders. This approach adds value to the conversation and demonstrates deep knowledge, strengthening relationships with journalists and building confidence in your brand's expertise.

• Cost-effectiveness and SEO potential

Compared to traditional advertising campaigns, newsjacking offers a significant return on investment. A well-timed response can generate more attention than expensive marketing initiatives while also contributing to SEO through increased backlinks and referral traffic.

Common mistakes and how to avoid them

While newsjacking offers many benefits, it also comes with serious risks when executed poorly. Reacting too quickly, without proper context or sensitivity, can lead to a backlash, damage your brand's reputation, and even cause you to lose customer trust.

The most damaging mistakes include attempting to capitalize on tragedies, engaging with controversial subjects without proper context, or posting content that conflicts with established brand values. And authenticity is essential for building trust. Modern consumers quickly identify and criticize opportunistic behavior.

Successful newsjacking requires understanding social context and ensuring messaging aligns with both audience expectations and ethical standards. Before posting, consider how your response might appear when shared out of context or criticized publicly.

Why timing, relevance, and the right guidance matter

Newsjacking is more than reacting quickly. It's about showing that your brand understands the moment and has something meaningful to say. When done well, it builds trust, visibility, and authentic engagement. When done poorly, it risks sounding out of touch. The key lies in maintaining brand authenticity, responding quickly to relevant opportunities, and consistently asking whether your contribution enhances or merely adds to existing discussions.

That’s why having the right partner matters.

At JUNE, we help brands navigate and identify trending moments that align with their values and objectives. From finding the right angle to crafting the right message, we make sure your brand enters the conversation in a way that feels natural, relevant, and smart. The goal isn't participating in every conversation - it's recognizing which opportunities deserve your brand's voice.