Monday: A chat about 'newsjacking' - and how it can (*sometimes*) benefit you and your client.
Also: Are you a restaurant offering a fun promo tied to tax season? Email me (but check out my sourcing instructions first)
Good morning!
Before we chat about anything this morning, I wanted to offer you a bit of a palate cleanser…this weekend was National Puppy Day, and obviously my fur babies needed a fresh new ‘do for the occasion.
Check out this snap I got of my little Sammy!
BTW, the boys have their own Instagram account. If you want a constant feed of their daily cuteness, I encourage you to follow!
Moving on…because we have some Monday-ing to do this Monday!
We perpetually exist in a news cycle that is all about being the first person out of the gate with coverage or information on current events…and while this isn’t exactly a recipe for thriving fact checking and accuracy in reporting (something that makes the journalism degree hung on my wall weep regularly), there is something to be learned from that.
The world and — our industry specifically — gets its life blood from current events and if you are currently in a position where your product or client or expert source isn’t getting coverage — sometimes tying them into said current events is your secret sauce for getting the press hits you crave.
Everyone is always about what is going on at this very moment. A minute ago is old news. Actually, this current minute is on its way to being old news, too. The next minute is what’s actually new. How incredible is it when your story fits in with that news cycle?
And that brings us to the concept of newsjacking — which is basically when you take a current event or news cycle getting tons of attention, and piggybacking off it to get some of that attention on you.
(See also your friend who over martinis, no matter what you bring up, will interrupt you to tell you about how something similar happened to her, and completely hijacks the conversation — but less tiresome and annoying.)
So, how can you newsjack appropriately? That’d be without being that aforementioned super tiresome person at happy hour?
Well, it all comes down to HOW you tie yourself to the current news: Is there a legit potential for you or your client to HELP whatever is happening in some way? Have they done polls or studies related to this news area? Can they solve what is happening, or contribute in some way to its resolution? Is your credentialed expert source about to legitimately answer questions about what is being discussed (side note, this is a really great way to get, say, an expert from your brand to be part of a story that is not commerce-or-affiliate-driven). Is your product a super cool (and not stretchy!) tie-in to some fun pop culture moment involving a celebrity and something they said or did at an event or on social media?
To newsjack correctly, you want to find a way to build a bridge to what is happening at the moment but you don’t want to try to force a round peg into a square hole. Journalists are WAY savvy to that and it pisses them off.
You’re gonna want to act fast though, because as great as it is when you can speak to a newsy moment, it’s kind of tacky when that moment has passed - or when you are speaking to something that has nothing to do with you just to make it about you and get attention in the moment (then you are that annoying person at happy hour again).
Be relevant, be on topic, be timely.
And, remember, be considerate, sensitive, and be appropriate: While lots of news cycles and events can be newsjacked, many never should be. Or, your smart turn of the moment may turn into a veritable PR nightmare, and destroy your brand and your client relationship forever.
No pressure there, of course.
Limited-time deals on consulting sessions and ad placement!
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Thank you for helping get the word out!
We had an amazing turnout at our recent Mother’s Day gift guide pitching workshop — and there’s a full recording available for paid subscribers. If you are interested in me sending you the video link, drop me an email. Thanks so much for your support and happy gift guide pitching!
Related: We loved how many of attended you took the time to attend our webinar event last month, covering the upcoming ShareASale to Awin migration. We covered an overview of the migration process and timeline, pricing of networks, and choosing a network for your specific client needs. If you missed it, we do have a recording available for paid subscribers. Email if interested and I’ll share how to grab that recording as well!
Looking to up your affiliate marketing game?
Affiliate marketing is complicated, and it seems that the landscape keeps changing. If you are looking to be prepared for gift guide season and all other shopping-related content, you may want to try the Ultimate Masterclass and Introduction to Affiliate Marketing for Publicists. It's a brilliant course and it'll answer all your questions (including some you didn't know you had!)
Newly published or freshly updated
Since people are often asking about the status of stories from a while ago, and I only share stories in this newsletter that were published or updated in the current week, I have created a list of my author pages at various publications to which I contribute. Bookmark it and make your life a bit easier.
Travel & Leisure: I Found the Perfect Walking Shoes to Prevent Sore Feet During Travel — Score Styles on Sale Up to 62% Off
Apartment Therapy: The $3 Cleaning Gem I Use in Almost Every Room of My Small Apartment
Apartment Therapy: I Asked 3 Plumbers What They Wish You Would Stop Doing Immediately
Taste of Home: Yes, Costco Chicken Nuggets Taste Exactly Like Chick-fil-A's
Saatva: The Benefits of NASA Naps
Today.com: Do drugstore wrinkle creams really work? Experts weigh in
Food Network: Popeyes Is Bringing Its Most Popular Sauces to Grocery Aisles.
Southern Living: KFC Is Bringing Back Their Most-Requested Side—But For 2 Weeks Only
Travel & Leisure: In-flight Theft Is Unfortunately a Thing, but These 12 Items Give Me Peace of Mind When I'm Traveling by Plane
Apartment Therapy: I Asked Pro Travelers to Share Their Packing Tips for Spring Break
Southern Living: What Exactly Is "Check-In Chicken" And Will It Actually Help You Get A Better Seat On A Flight?
Travel & Leisure: Frequent Fliers Say This Genius Hack Makes It Feel Like They've Upgraded Their Seat — and It's Only $30.
RetailMeNot: How to Save Money on Groceries in 2025: 10 Tips That Actually Work
Southern Living: The Unexpected Reason I Always Travel With Duct Tape—And You Should Too
Apartment Therapy: We Asked Experts for the Best Way to Store Sex Toys — Here’s What They Said
Apartment Therapy: I Tried the 30/30 Rule, and I Discovered Something Unexpected
Travel & Leisure: A Travel Writer's $10 Amazon Packing Hack for Shoes
Travel & Leisure: I Travel Solo Often, and I Won’t Stay in Another Airbnb Without Packing This 1 Safety Device
Southern Living: The 9 Best Bottles Of Bourbon, According To Southern Chefs And Bartenders
If you or your client are featured in any of these stories, I super appreciate any social media shares! Please remember to tag @alywalansky and the outlet.
Here’s what I’m working on:
Be sure to read the below list carefully. Many are stories I posted about yesterday, but some of yesterday's stories are no longer listed and a few new ones have been added since yesterday. This (below) is everything that is still a currently open opportunity as of today.
Please remember when pitching me: Email me at alywalansky@gmail.com - do NOT just hit reply on this newsletter, or there’s a good shot your email will be lost in the heap. Give your email a subject line that makes it clear which story you are pitching me for — it’ll help you in the long run.
Please consult my industry insights guides on submitting expert commentary, sending emails that will catch a journalist’s attention, how to craft pitches journalists will say ‘yes’ to, and the right and wrong way to submit photos, if you need any extra guidance before sending your pitches.
Food Network
For FoodNetwork.com, I’m rounding up national restaurant chains offering food deals/freebies/promotions in honor of tax day/tax season. If this is you, please tell me what the deal is, how to claim it, and any disclaimers. Would also love imagery or links to social media posts advertising the promo if you happen to have it. Thanks!
Forbes
I’m rounding up Kosher for Passover treats/snacks/beverages (must be certified as SPECIFICALLY kosher for passover and not just regular kosher certified - a reminder that these are completely unique certifications and this differentiation is crucial for anyone observing the holiday. Please email me if you have anything!)
I’m also looking for Passover or Easter themed cocktails, as well as spring-themed and Mother’s Day-themed, that are on the menu or will be over the holiday in either restaurants are bars. If you have anything, please send me all the following info:
Name of drink/where it’s found, city, state, URL
description
quote from chef/bartender
image (and who to credit)
I’m also looking for sustainable cocktails at bars and restaurants for Earth Month. These are cocktails that minimize their impact on the environment in some way — perhaps using local and seasonal ingredients, ugly produce, root to tip, waste reduction, sustainable alcohol, sustainable bartending techniques or such. Please email me if you have anything!
…and Mother’s Day gift guide assignments are coming soon. Maybe as soon as next week. So keep your eyes on this space!
<3
aly