Newsjacking as a tool to increase brand awareness

 "Today, activity in the media space is so high that there are at least two or three high-profile events taking place each month, which are picked up and discussed in the media and social networks. Neither of the companies have such a wide range of their own bright stories, so newsjacking is an excellent tool to increase brand awareness and the opportunity to be in a household name", — said Victoria Kulibanova.

Basic rules of successful for newsjacking:

* Efficiency (it is necessary to be involved in the first couple of days);

* Humor (don’t simply integrate into news, but make your brand message witty and fun);

* You need to be prepared for any reaction to your message, and if your message started a negative reaction, it is necessary to be able to get out of it with dignity and humor;

* Events should not be narrowly focused or known to a local audience. The company may come up with a good message, but its target audience may not understand it, simply because they are not aware of the event itself."