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<b>IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION.</b> <p>The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to.  Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.</p> <p>Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business<b>.</b> It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends.</p> <p>In <i>Newsjacking</i>, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news.</p> <p><i>Newsjacking</i> will provide you with:</p> <ul type="disc"> <li>Tools that you can use to monitor the news</li> <li>Case studies and examples that demonstrate how to strike at the right time</li> <li>Information on how to make your content available online for journalists to find</li> <li>The potential risks of newsjacking</li> <li>Keys to developing the real-time mindset required to succeed with the strategies presented in the book</li> </ul> <p>Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.</p>