24-7 Press Release Newswire has been in the press release distribution industry for over two decades. During this time, we’ve witnessed trends come and go, along with significant changes in the industry. One trend that was highly popular over a decade ago, and still sparks discussion today, is newsjacking.

What Is Newsjacking?

Newsjacking, in the context of press releases, refers to aligning a brand’s message with trending news to increase visibility. It was once celebrated as a brilliant marketing and PR strategy. Over a decade ago, marketers and PR professionals leveraged this tactic to inject relevance and urgency into their campaigns. At 24-7 Press Release Newswire, we explored this concept in our article, "How Can I Increase My Press Release Visibility by Giving It an Angle to Which People Can Relate? Newsjacking – What Is It?". The article highlighted how tying press releases to current events made stories more relatable and newsworthy.

The Rise of Newsjacking

In the early 2010s, newsjacking flourished as social media became a powerful influence. Campaigns cleverly tied to trending topics often went viral, garnering widespread praise and media attention. For example, Oreo’s iconic “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout is often cited as a masterclass in real-time marketing. This clever and timely response elevated Oreo’s brand profile and showcased the potential of newsjacking to resonate with audiences.

The Shift in Perception

As the digital landscape evolved, so did the perception of newsjacking. What was once viewed as innovative is now often criticized, especially when tied to sensitive or tragic events. Social media, while amplifying campaigns, has also magnified the potential for missteps. Brands that fail to gauge the tone or relevance of their newsjacking efforts risk immediate backlash.

For example, attempts to tie promotional content to tragic events such as mass shootings, natural disasters, or humanitarian crises can appear tone-deaf or exploitative. Today’s audiences are highly attuned to the context and intent behind marketing messages, and poorly executed campaigns are quickly called out.

The Role of Ethical Marketing

The rise of ethical marketing has further reshaped newsjacking. Using tragedies or disasters for publicity is widely seen as inappropriate and insensitive. Modern consumers expect brands to demonstrate empathy and social responsibility, particularly when engaging with current events. Marketers must now tread carefully, ensuring their efforts are respectful and contribute positively to the conversation.

Additionally, today’s audiences value genuine engagement over opportunistic promotion. Campaigns that align with trending topics must establish a natural and meaningful connection, avoiding any appearance of forced relevance. Authenticity and credibility are key to making a positive impression.

Lessons from Failed Campaigns

The risks of poorly executed newsjacking have become more evident through public backlash against insensitive campaigns. For instance, during Hurricane Harvey, some companies faced criticism for using the disaster as a marketing opportunity. These examples underscore the importance of considering ethical implications and audience perception when crafting newsjacking campaigns.

The Modern Approach to Newsjacking

Despite its challenges, newsjacking remains a viable strategy when done responsibly. Here are some best practices for successful newsjacking in today’s environment:

• Focus on Positive Events: Tie campaigns to uplifting or neutral topics such as cultural milestones, sports victories, or national celebrations. These moments are more likely to resonate positively with audiences.
• Support Over Self-Promotion: Highlight contributions such as donations, volunteer efforts, or raising awareness for important causes. Campaigns that demonstrate genuine commitment to making a positive impact build trust and goodwill.
• Prioritize Timeliness: While speed is essential, it should not come at the expense of careful planning. Thoughtful and well-considered responses are far more effective than rushed efforts.

Newsjacking and Press Releases in 2025

The evolution of newsjacking reflects broader shifts in marketing and PR. As consumers demand higher standards of integrity, the most successful campaigns align with these values. Newsjacking can still enhance visibility and engagement, but only when approached with authenticity, empathy, and social responsibility.

At 24-7 Press Release Newswire, we continue to advocate for creating press releases with angles that resonate with readers. By aligning with positive contributions and meaningful engagement, brands can use newsjacking to connect with audiences in impactful and ethical ways.

In conclusion, the transformation of newsjacking highlights the need for marketers to adapt to changing cultural and consumer expectations. What was once seen as clever opportunism now requires deeper understanding and thoughtful execution. The most successful campaigns in 2025 and beyond will prioritize respect, relevance, and responsibility—demonstrating that marketing can be both impactful and principled.