Chasing headlines? Don't be caught offside
Every World Cup creates the same temptation for PR teams. A global audience, endless talking points and a steady stream of moments that dominate the news agenda can make it feel like an opportunity too good to miss.
Of course, most B2B brands aren't trying to capitalise on a penalty shootout or a controversial VAR decision. But the tournament does provide a useful reminder of how newsjacking works when the attention of readers, journalists and brands converges on a single story.
Whether the headline concerns football, a government announcement, a major cyber incident or a shift in market conditions, the same question applies: do you genuinely have something useful to add to the conversation?
More than speed, successful newsjacking has always been dependent on judgement. The clarity of knowing when you have something worthwhile adding to a conversation is often far more valuable than simply being the first person to join it.
Speed isn't the hard part
The PR industry likes to talk about agility, and there is no question that timing matters. Journalists working against a breaking story are often making decisions within minutes or hours rather than days. If your comment arrives after the piece has been filed, the opportunity has probably gone.
What tends to be overlooked is that most communications teams can react quickly when they need to. The real challenge is producing something that adds value rather than simply adding volume.
We have all seen examples of brands rushing out commentary that does little more than restate the headline. It may be timely, but that does not automatically make it useful. The comments that gain traction tend to provide context, challenge conventional thinking or explain the wider implications of a story. They help move the conversation forward rather than simply joining it.
Don’t force the angle
Major events such as the World Cup often encourage brands to look for relevance where none really exists. The logic here, though, is understandable. If millions of people are paying attention to something, surely there must be an opportunity to become part of the discussion.
The problem is that audiences and journalists are generally very good at spotting a forced connection.
When done well, the strongest examples of newsjacking feel natural. The relationship between the story and the organisation is immediately obvious, and the insight being offered makes sense in that context. The weaker examples tend to require a lengthy explanation before anyone understands why the spokesperson is commenting in the first place.
In football terms, it is the difference between a well-worked move and a shot from the halfway line. One feels inevitable when it comes off. The other usually leaves everyone wondering why it was attempted.
Good newsjacking is rarely spontaneous
For something that is closely associated with breaking news, effective newsjacking is often the result of careful preparation.
Most of the moments that generate media opportunities are not unexpected. Sporting tournaments, government announcements, major industry events and economic updates are all visible well in advance. The organisations that consistently secure coverage are usually those that have already considered their position before the headlines arrive.
When the story breaks, they are refining an existing viewpoint rather than scrambling to create one. That preparation makes it easier to respond quickly without sacrificing quality or relevance.
Knowing when to stay on the bench
Newsjacking is a popular PR tool, which means journalists are now inundated with reactive comments whenever a major story emerges. Many of those comments are perfectly competent. The problem is that they often sound remarkably similar.
In that environment, the ability to recognise when not to comment can be just as valuable as the ability to react quickly.
Not every story needs your perspective. Not every trending topic aligns with your expertise. And not every headline presents a genuine opportunity to build credibility.
The World Cup offers a useful reminder of that principle. The teams that succeed are not necessarily the ones that attack at every opportunity. The best sides understand when to push forward, when to hold their shape and when patience is the smarter option.