Health care seizes summer newsjacking season
Pokemon Go, ‘Star Trek’ and the Olympics are among the topics that communicators are using to promote health and wellness. They’re also having fun along the way.
Years before marketing guru David Meerman Scott coined the phrase “newsjacking,” creative journalists on the hunt for a good local story called it “riding the coattails of national news.”
It required that you pay attention and find an audience-relevant angle or hook to a big news event, localizing it with an expert or connection to your community.
Whatever you call the practice, health care marketers and PR pros are keeping busy this summer riding the coattails and newsjacking popular events, such as the Pokemon Go app, the 50th anniversary of “Star Trek” and the Summer Olympics.
WORKSHOP: Become your own media outlet and apply journalistic practices within your organization.
Here are a few examples of what your peers have been doing:
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