Jello PR & Marketing
What is “newsjacking”? 

What is “newsjacking”? 

What is “newsjacking”? 

Newsjacking is a PR strategy that involves the timely injection of a company’s perspective, expertise or solution in response to breaking news, industry trends or current events.  By providing expert analysis, opinion and commentary, we position our clients as thought leaders  in target publications, building authority and contributing to industry and wider political narratives as they are happening.

At Jello PR, we understand the value of newsjacking and how to do it well. Reaction time and good editorial contacts are key. We also understand our client’s ‘voices’, meaning we can quickly turn their views into content that journalists love.

 

Why is newsjacking a great PR strategy?

Being part of the conversations surrounding a high-profile story is beneficial for a number of reasons. It will:

  • Position your business as an authoritative, trusted voice in the industry
  • Gain valuable media exposure and increase awareness of your brand
  • Drive engagement by addressing timely topics that matter to the target audience
  • Create multi-channel content that maximises reach and impact
  • Improve SEO through original content, backlinks and organic search traffic

 

How we use ‘newsjacking’ to build trust and authority 

We provide expert comments from our clients to the trade press on the issues affecting their target audience and the wider industry, building authority and trust and establishing them as a thought-leader in their field.

Not only is this highly effective PR, it supports SEO strategies and generates valuable backlinks.

We work closely with JL Creative to create synergy between PR and digital marketing, bringing value beyond column inches by using digital PR as a backlinking tool – a key strategy of Search Engine Optimisation.

 

Why Jello PR?

We are an agile team with expertise in building services and related industries, such as Facilities Management, with a strong focus on renewable technologies. Jello’s founder, Jessica Lowe, has worked in this sector for over 20 years. News moves fast, so we make sure we’re faster by turning breaking stories – from government announcements to industry reports – into opportunities for our clients. By constantly monitoring industry developments, we gain insight and stay ahead of the curve, quickly identifying relevant coverage opportunities. As specialists in a niche sector, we position our clients as authoritative leaders, ensuring their perspectives resonate with target audiences.

Over time, Jello PR has cultivated strong relationships with trade editors, enabling us to offer well-written and well-informed copy, from a variety of voices and perspectives that in some cases even shapes the news stories themselves.

 

Newsjacking in action

In 2024 our timely reactions resulted in multiple clients appearing in high amounts of coverage.

 

Injecting client’s perspective:

King’s Speech

The 2024 general election marked a landmark moment in UK politics, as the Labour Party secured victory for the first time in 14 years. Central to their success was a manifesto committed to advancing the green agenda, signalling a renewed focus on sustainable development and environmental responsibility.

Two weeks later, King Charles delivered a speech outlining the government’s legislative priorities. Among these were several key issues set to have a significant impact on the building services engineering industry. With Jello PR newsjacking skills, we were able to showcase:

 

Trusted industry voices:

Griff Thomas – comments 2024

Griff Thomas is the Managing Director of GTEC, a specialist renewables training centre based in North Yorkshire, and Heatly, a groundbreaking software programme designed to streamline the heat pump installation process for installers and their customers.

Building on Griff’s established reputation in the sector, we used newsjacking techniques to ensure he remains a trusted source of information and to build public awareness of GTEC and Heatly across a wide range of key trade publications.

In 2024, Griff commented on eight topics, ranging from the results of the general election and changes to the Boiler Upgrade Scheme, to providing his take on an open letter to the Secretary of State written by Which?, Nationwide and Energy UK, resulting in:

 

Mark Krull – comments 2024

Mark Krull is the Director for LCL Awards, a leading certification and awarding body in the renewables sector and Logic4training, a distinguished building services training provider.

In 2024, Mark commented on five pieces of industry news, resulting in:

 

Shaping the conversation:

When the UK Government announced reforms to the Apprenticeship levy, in response to the Skills England report, Jello took the lead with comments from Paul Smith, MD at NIBE Energy Systems and Mark Krull, Director for Logic4training and LCL Awards, leading to front page coverage in PHAM News.

Here’s what Chris Jones, editor of PHAM News said about Jello PR:

“Many thanks for helping to inspire the content for the front cover story in our last issue. Not sure what we would have done without your input!”

Whether you’re looking to increase your media presence, establish yourself as a thought leader or simply stay ahead in your industry, Jello PR’s newsjacking expertise can help you achieve your goals.

Let us help you ride the wave of breaking news – and make it work for your brand. Contact Jello PR today to learn how we can get your voice amplified with media coverage and make headlines together.

To see more of our clients in the news, click here.