Speed and relevance are key when pitching expert commentary. One of the most effective ways to leverage real-time events is through a technique called newsjacking—the art of inserting your expert’s voice into a trending story while it’s still hot.
In this episode of Digital PR Explained, I break down how to use newsjacking to get your expert featured in major publications by reacting to trending news. Below, you’ll find some of the key email formulas I shared on the podcast, helping you craft compelling pitches that stand out in a journalist’s inbox.
What Is Newsjacking?
Newsjacking involves taking a breaking or trending story and positioning your expert to comment on it. Journalists are often on tight deadlines and need credible sources fast. This is your opportunity to provide them with expert commentary that adds depth and value to their story.
But remember: timing is everything. The faster you can get your expert in front of journalists, the better your chances of landing coverage.
How to Structure a Newsjacking Pitch
Here’s a step-by-step breakdown of how to structure a winning pitch for expert reactions to trending stories:
1. Craft a Direct Subject Line
Your subject line should immediately tell the journalist what you’re offering and why it’s relevant. Simple and clear works best, like:
- “Expert available for comment on [breaking news topic]”
- “Commentary on [trending story]”
The goal is to grab the journalist’s attention and let them know right away what your email is about.
2. Get Straight to the Point
Once the journalist opens your email, hook them immediately. Avoid pleasantries and long-winded introductions. Get straight to the point:
Hi [Journalist],
I’m reaching out because [recent event] just happened, and I have [Expert Name] available to offer commentary on [specific angle].
Make it clear why your expert is relevant and how their perspective can add value to the story.
3. Include Relevant Bullet Points
Journalists are on tight deadlines, so give them the highlights upfront. Provide key bullet points outlining your expert’s opinion:
- Contrarian or unique opinion
- Insight based on experience
- Supporting data or relevant trend analysis
These quick points help the journalist see the angle your expert brings and why their take stands out.
4. Provide a Short Bio and LinkedIn Link
Include a short bio and a link to your expert’s LinkedIn profile to give the journalist context about their qualifications:
[Expert Name] is a leading authority in [field], with [number of years] of experience in [specific expertise].
No need to go into full career history—just focus on what makes them a credible source for this particular story.
5. Make Contact Easy
End with clear contact details, making it as simple as possible for the journalist to follow up:
Feel free to contact me directly at [phone number] or via email for more details or to arrange an interview.
The easier you make it for the journalist, the higher your chances of getting a response.
Play the Long Game
Even if the journalist doesn’t respond right away, don’t be discouraged. Journalists often save these types of emails and return to them when similar stories come up. You’re positioning your expert as a go-to source, so think of this as part of a long-term strategy for building relationships with the media.
Email Formula Recap:
- Subject Line: Expert available for comment on [news topic]
- First Line: Hi [Journalist], I have [Expert] available for comment on [specific angle].
- Bullet Points: List 2-3 key insights.
- Expert Bio: [Expert Name] is a leading authority in [field], with [years of experience].
- Contact: Reach me at [phone] or email to schedule an interview.
Ready to learn more? This episode builds on our previous discussion about sending intro emails to introduce experts, so be sure to check that out if you missed it!
Subscribe to Digital PR Explained for more actionable tips on how to land media coverage for your clients. Until next time, happy pitching!