The voluminous flow of news poses many opportunities for PR agencies and PR practitioners. However, there’s a way to leverage this – but not through “newsjacking,” rather with “Advantage Smart PRTM.”  

What’s in a name (and, yes, we’re referencing Shakespeare)?  

While some use the term “newsjacking,” any phrase with “jacking” just indicates opportunism, and appears negative, even predatory.  Why not position our clients to provide commentary on topical news directly related to their organizations’ and subject matter expertise?  

So, Rosica has changed the vernacular and is introducing its newest PR product, “Advantage Smart PRTM.” This approach accentuates our commitment to conveying authentic, genuine stories and news while advocating for our clients. By branding this process, we emphasize our dedication to ethical storytelling and the strategic positioning and messaging of our clients in the media.  

Advantage Smart PRTM, which we vigorously advocate for, is a more principled approach. Rather than “newsjacking,” we prioritize genuine contributions to the conversation. When a relevant event occurs, we focus on how our clients’ stories can add value, provide insight, or offer solutions. We aim to establish our clients as trusted thought leaders and authoritative voices in their industries, rather than being seen as mere opportunists. 

Here’s a recent example from our client, the National Society of High School Scholars. When the U.S. Department of Education announced delays with students’ FAFSA forms in the beginning of 2024, we utilized the news and positioned NSHSS as an expert on helping students affected by the delay. James Lewis, NSHSS president and co-founder, provided advice to students who were waiting for their financial aid packages and encouraged them to apply for scholarships on USA Today and CNBC.   

PR Isn’t “Spin” 

“Spin” is a term that also carries negative connotations, at least among our team, which believes it cheapens the PR vocation. It suggests manipulation and deceit, shaping stories to fit a desired narrative regardless of the truth. This perception sabotages the true value and ethical standards of public relations, which the overwhelming majority of professionals we know and collaborate with demonstrate.  

Most PR professionals prioritize transparency and honesty in their marketing communications work. Instead of focusing on how to control the narrative, they share authentic stories that represent their client’s real experiences, outcomes, and achievements. Being direct and never lying to the media is key. By maintaining a commitment to truthfulness and integrity, PR agencies can build trust and credibility with the media, fostering long-term relationships rather than garnering short-term gains (one off media placements).  

Advantage Smart PR firmly rejects the notion of spin as it does newsjacking.  

Ethical PR Practices 

As PR counsellors, we are staunch advocates for our clients, dedicated to representing their best interests with integrity and ethical precision. Our role extends beyond simply preparing and distributing press releases. We help clients master the complex media landscape, ensuring their stories are portrayed accurately and compellingly. This involves crafting sound PR strategies, engaging with journalists, and managing public perception. Through strategic storytelling, we foster lasting relationships between our clients, the media, and their crucial audiences. 

For instance, consider our recent work addressing the negative narrative around public education in America. 

Leveraging Advantage SMART PR

There’s nothing opportunistic or dishonest about communicating positive, uplifting stories on behalf of our clients. That’s our responsibility – and the work we do for mission-driven clients is heartfelt.  

Our commitment to honesty in PR is not just lip service; it’s a core principle that helps us forge powerful relationships with the media and drives everything we do. By advocating for our clients through this form of storytelling, we ensure their true-to-life stories are told, which helps grow thought leadership, credible brand identities, and deeper connections with their stakeholders.  

While breaking news is crucial in public relations and can be leveraged to position our client-partners as trusted subject matter experts for media interviews, its true essence lies in ethical execution. Our “Advantage Smart PR” practice rejects the negative connotations of “newsjacking” and “spin,” focusing on ethical storytelling and genuine advocacy for Rosica’s PR and marcom clients. By prioritizing our clients’ brand integrity, we ensure their stories resonate positively with their audiences, enriching reputations and engendering trust. In a field where speed can overshadow accuracy and integrity, our commitment to ethical PR practices and honest storytelling sees that our clients’ voices are respected, fostering long-term relationships and sustainable success.  

News travels fast and being the first to comment on a trending news story can significantly influence perception and engagement. Therefore, the emphasis is not solely on speed but also on thought leadership, which hinges on the originality and intelligence of commentary on current or breaking news. We therefore position our clients as go-to media resources for informed, smart views on relevant topics, which regularly make headlines.  

When the waves of news roll in, we don’t ride them, we steer them in the right direction.