The Role of Newsjacking Strategy in Public Relation and Digital Marketing

Deniz Özer Alper

Makale detayları

The Role of Newsjacking Strategy in Public Relation and Digital Marketing

Yazarlar:

Deniz Özer Alper

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer) | Halkla İlişkiler Kampanya ve Uygulamaları

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 49, pp.128-147

Belge Tipi:

Makale

Yayın Tarihi:

8/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001357665

pISSN:

2619-9718

Anahtar kelimeler:

Özet:

 Newsjacking refers to the strategy whereby brands integrate current news events into their marketing messages to increase their visibility in the media. In the information-saturated environment of the digital age, brands are required to develop rapid and effective methods to capture attention. As an innovative and creative approach, the newsjacking strategy enables brands to swiftly adapt to current events, attract the attention of target audiences, and generate media coverage. When executed at the right time and with an appropriate message, newsjacking allows brands to respond to contemporary developments, draw attention, and establish a meaningful connection with their audiences, thereby becoming an effective marketing strategy. However, when it is misapplied, it leads to a loss of reputation; therefore, it needs to be carefully planned. In this context, this study aims to examine the place of newsjacking strategy in public relations and digital marketing, to identify advantages and potential risks of the strategy for brands, and to conduct a review of the literature of applied studies. The importance of the study lies in its contribution to understanding how and why this strategic approach is effective in an era where brands reactions to current events need to be evaluated quickly. The study examines academic studies on newsjacking and analyzes the approaches, methods and results used in these studies. The academic articles published on newsjacking are evaluated through a systematic literature review and qualitative content analysis according to specific criteria. Although empirical studies in this field are limited, the existing literature is reviewed and the position of the concept within the field is examined. Following the literature is useful to learn about the strategy.

 Newsjacking refers to the strategy whereby brands integrate current news events into their marketing messages to increase their visibility in the media. In the information-saturated environment of the digital age, brands are required to develop rapid and effective methods to capture attention. As an innovative and creative approach, the newsjacking strategy enables brands to swiftly adapt to current events, attract the attention of target audiences, and generate media coverage. When executed at the right time and with an appropriate message, newsjacking allows brands to respond to contemporary developments, draw attention, and establish a meaningful connection with their audiences, thereby becoming an effective marketing strategy. However, when it is misapplied, it leads to a loss of reputation; therefore, it needs to be carefully planned. In this context, this study aims to examine the place of newsjacking strategy in public relations and digital marketing, to identify advantages and potential risks of the strategy for brands, and to conduct a review of the literature of applied studies. The importance of the study lies in its contribution to understanding how and why this strategic approach is effective in an era where brands reactions to current events need to be evaluated quickly. The study examines academic studies on newsjacking and analyzes the approaches, methods and results used in these studies. The academic articles published on newsjacking are evaluated through a systematic literature review and qualitative content analysis according to specific criteria. Although empirical studies in this field are limited, the existing literature is reviewed and the position of the concept within the field is examined. Following the literature is useful to learn about the strategy.

 Newsjacking refers to the strategy whereby brands integrate current news events into their marketing messages to increase their visibility in the media. In the information-saturated environment of the digital age, brands are required to develop rapid and effective methods to capture attention. As an innovative and creative approach, the newsjacking strategy enables brands to swiftly adapt to current events, attract the attention of target audiences, and generate media coverage. When executed at the right time and with an appropriate message, newsjacking allows brands to respond to contemporary developments, draw attention, and establish a meaningful connection with their audiences, thereby becoming an effective marketing strategy. However, when it is misapplied, it leads to a loss of reputation; therefore, it needs to be carefully planned. In this context, this study aims to examine the place of newsjacking strategy in public relations and digital marketing, to identify advantages and potential risks of the strategy for brands, and to conduct a review of the literature of applied studies. The importance of the study lies in its contribution to understanding how and why this strategic approach is effective in an era where brands reactions to current events need to be evaluated quickly. The study examines academic studies on newsjacking and analyzes the approaches, methods and results used in these studies. The academic articles published on newsjacking are evaluated through a systematic literature review and qualitative content analysis according to specific criteria. Although empirical studies in this field are limited, the existing literature is reviewed and the position of the concept within the field is examined. Following the literature is useful to learn about the strategy.

 Newsjacking markaların güncel haber olaylarını kendi pazarlama mesajlarına entegre ederek medyada görünürlüğünü arttırmalarını ifade etmektedir. Dijital çağın bilgi yoğunluğu içinde markaların dikkat çekmek için hızlı ve etkili yöntemler geliştirmesi gerekmektedir. Yenilikçi ve yaratıcı bir yaklaşım olarak newsjacking stratejisi ile markalar güncel bir olaya hızlıca adapte olmakta; hedef kitlelerin ilgisini çekmeyi ve medyada hakkında konuşulmasını sağlamaktadır. Doğru zamanda ve uygun bir mesajla yapılan newsjacking güncel olaylara tepki vererek dikkat çekmeyi ve hedef kitlelerle anlamlı bir bağ kurmayı sağlamakta; markalar için etkili bir pazarlama stratejisi haline gelmektedir. Ancak yanlış uygulandığında itibar kaybına yol açmakta; bu nedenle dikkatli bir şekilde planlanması gerekmektedir. Bu bağlamda bu çalışmada newsjacking stratejisinin halkla ilişkiler ve dijital pazarlamadaki yerini izlemek, stratejinin markalar için sağladığı avantajları ve olası riskleri ortaya koymak ve uygulamalı literatürün bir taramasını yapmak amaçlanmaktadır. Çalışmanın önemi markaların güncel olaylara tepkilerinin hızla değerlendirilmesi gereken bir çağda bu stratejik yaklaşımın nasıl ve neden etkili olduğunu anlamaya yönelik bir katkı sağlamasından kaynaklanmaktadır. Çalışma newsjacking üzerine yazılmış akademik çalışmaları inceleyerek bu çalışmalarda kullanılan yaklaşımlar, yöntemler ve sonuçlar analiz edilmektedir. Newsjacking ile ilgili yayımlanmış akademik makaleler sistematik bir literatür taramasıyla belirli kriterler doğrultusunda nitel içerik analizi yöntemiyle değerlendirilmektedir. Bu alanda uygulamalı çalışmalar sınırlı olmakla birlikte mevcut literatür taranmış ve kavramın alandaki konumu irdelenmiştir.

Makale detayları

The Role of Newsjacking Strategy in Public Relation and Digital Marketing

Yazarlar:

Deniz Özer Alper

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer) | Halkla İlişkiler Kampanya ve Uygulamaları

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 49, pp.128-147

Belge Tipi:

Makale

Yayın Tarihi:

8/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001357665

pISSN:

2619-9718

Newsjacking

Public Relations

Marketing

Digitalization

StrategyNewsjacking

Halkla İlişkiler

Pazarlama

Dijitalleşme

Strateji

Sayı

Makale detayları

Yazarlar: Deniz Özer Alper

Yayıncı: Akdeniz University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer) | Halkla İlişkiler Kampanya ve Uygulamaları

Dergi: Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 49, pp.128-147

Belge Tipi: Makale

Yayın Tarihi: 8/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001357665

pISSN: 2619-9718

Sayı

Yazarlar:

Deniz Özer Alper

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer) | Halkla İlişkiler Kampanya ve Uygulamaları

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 49, pp.128-147

Belge Tipi:

Makale

Yayın Tarihi:

8/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001357665

pISSN:

2619-9718