Newsjacking at its most basic is using current news that’s garnering a lot of interest and injecting your views and product information into the storyline. Successful newsjacking is not just about the content, original story, and you creating a connection, though. It’s also about getting all of that into the public view at the right time. Timing for newsjacking is not everything, but if the timing isn’t right, your attempt will fizzle and die without accomplishing any of your grand designs.
Newsjacking at its most basic is using current news that’s garnering a lot of interest and injecting your views and product information into the storyline. Successful newsjacking is not just about the content, original story, and you creating a connection, though. It’s also about getting all of that into the public view at the right time. Timing for newsjacking is not everything, but if the timing isn’t right, your attempt will fizzle and die without accomplishing any of your grand designs.
Written by
Ronn Torossian
Ronn Torossian is Founder and Chairman of 5W, one of the largest independently owned public relations and digital marketing firms in the United States. Under his leadership, 5W is the AI Communications Firm — building the category around generative engine optimization (GEO), AI search visibility, and how brands earn presence inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
Torossian founded 5W in 2003 and has scaled it across consumer, technology, financial services, healthcare, beauty, gaming, and crisis communications practices. 5W's research franchise — the AI Visibility Index Series, The GEO Reckoning, and The Missing Rung Report — has become the industry reference for measuring brand visibility inside AI-generated answers.
He is one of the country's foremost crisis communications experts and the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations.
5wpr.com | 5W Research | ronntorossian.com
Work with 5W
5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, GEO, and influencer channels. www.5wpr.com
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