An update to my content publishing presentation I use in training sessions.

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28. Get in tune stay in tune
• You must constantly scan for the next usable news items
• Make the news part of your daily flow
• If you are naturally good at newsjacking you are already there
• Fine tune the process
• Already have what is useful defined
• You are a dealer not a junkie

30. Feed the hungry crowd
• The media are hungry for fresh news
• People want a deeper understanding of current news
• People want more information about what they are thinking about
• People want a twist, a different view of what is on their mind
• Sometimes people desire more information about Kardashians

32. Big news little news
• Going after big news such as Star Wars makes sense
• Going after small, but sector specific news also makes sense
• Decide whether which type of newsjacker you want to be
• Big news means big prizes but smaller stories have a higher success
rate

34. Star Wars
• Star Wars is an exceptional event
• Huge, starving crowd of fanatics hungry for new info
• Wealth of content to fit any brand
• Ability to go big
• Going obvious runs into “megh”, must have a twist
• Lots of fun

36. Predicting the expected unexpected
• Known events will be covered by most
• Wait till something unexpected happens and newsjack that
• You have less competition for a competitive subject

38. • Credits
• https://www.flickr.com/photos/mothernaturephotos/5620499116/in/photolist-9yEwzb-AQJeR-6U5Gwf-6LgfE5-nCxNHt-vghkj-d4okVd-pSmWNj-peVkTL-fQFcb-3ieEC-eZF2bR-ffAsxT-dQMhnx-RXBQH-pKhnZW-
kfGq7q-8TnGzs-bV6ZBQ-94MPAm-dTWYZN-3Mo3s2-qgbksN-jc2JLL-dC19gX-e7Hsmc-7moVy-4EggBQ-fY7dyS-cW5A1-oDCjvm-62ZvR7-nKi1E8-nX6qWu-jAPCnG-qFFoCh-bkMiGz-aH5eY-cqTaco-k8d9Ad-4dnZrQ-
kaMrHw-kouQHq-duJiQ2-qSkcLF-89GqM1-4VeGBo-vsd9ca-4Zc2vu-qZ5S9Q
• https://www.flickr.com/photos/yorkjason/1344842047/in/photolist-33QEFR-9zskDs-f6L8xg-fJVL7d-9pzuDh-7obf2H-7obett-qAS8Tp-7TzbME-fzCgAE-azepKm-fJDci4-Cs51F-7SuXRp-RBEZR-687vod-4391m-
5RUVBm-N5pt4-bzGdU6-81wRoG-ceMGMY-9zsnE7-6Fnccq-ehfG8h-5qwzQ8-uXKQV-LDeZ-93DRny-4NAjPQ-DQB6-dfFQmK-9H3J2F-atJdJP-csfTfs-tuAcwV-4xx3F2-7zeycg-gbHrt7-4wEovV-5ddzgQ-r7yics-bzGdHX-
bmMkVh-bKaMi-ase2J2-ynvLY-5SbJeg-DgMzQ-8rL2c
• https://www.flickr.com/photos/bobjagendorf/9310892980/in/photolist-fbLL6A-eBJS4y-fbLLaS-fbwuZx-fbwuXF-isiqoE-ecnEBQ-5Fg1PQ-rCKm63-E4m-8FS3az-oPM1cL-782ZjT-5tv83W-5tv7Df-5tqK5V-5tv7PY-
5tv8dm-aJjxR2-4T4uX9-5nSQPG-67LsWx-88QooL-64vm6C-3QRz3s-kQtoC6-kQvogE-4T4voC-8eH2pe-4KwHoV-7pMe9x-6Wh5SV-6Wm4oC-skxmVA-roTLUP-s4fkZe-s47ioh-roGoSq-5Vuyju-tseNAy-td7UCK-tuzyaB-
hRQGR7-hRQHqU-61E81H-aoXrrk-7WYXFk-kQucYX-kQtihr-kQvgtG
• https://www.flickr.com/photos/adanyel/3107458109/in/photolist-7R2DqY-ngjMYX-4Znpqb-mLJGDF-sc6SuA-4jroDw-nApZo8-7VGfvj-qC4esr-ovNALK-2nnoew-cocgyq-o3aN3-4uB6xh-7B2GHA-9tHxtL-Anzjx-
f76fM4-6Cx7LC-cFQs97-7xQjqd-5JAx2X-4t4Mad-nZUhMs-nNZsLw-3bMAFo-bXcBs-um8BKm-7d3jPk-9z2aUy-b9qvkT-hoV6h-jpdXQ-4Jz59-rcESFA-q7gcZw-89kC1A-aEcsm-47ZMhR-2sXfDH-e8oyw3-KB7fT-8FK2Ym-
bmqwuq-iy2jWR-c7wsxj-7NDSz3-iqpF2X-nq69t-c2YVVy
• https://www.flickr.com/photos/aukirk/15799999113/in/photolist-q5c8gP-doibvc-9oyHS3-oD7E5h-57a8mx-cEHvLj-29bhf8-6DCiRV-ieAQm-ieARA-dCmM1Z-5aZHcs-6DAmiN-38JfvM-AbaqX-nnvHs-bGjLnF-
e7Q9Cx-294wqU-briNAd-8dWozy-97Am4U-5SUuKE-uiC8U-eGhiYV-2gpV7r-rJqpw-5aaRyU-4iCcYp-76Xr92-5aaRXY-59pSXY-4CX1Dr-cAPJ1-pUUGBJ-6nkkba-5vxSGm-5VQyDg-5gSHp4-5u18Ud-hapmb9-65vYNC-
63525W-boQts3-kxXYWk-9Uk51H-8KrWLt-7M5zfZ-qC6hLp-6zZGGe
• https://www.flickr.com/photos/purdman1/2875431305/in/photolist-5o6kxP-xRFGd-7gnPsX-8Cjveb-311W1T-7xhQV5-7Pkuea-8UsG9o-49Kjo7-7xdXsX-8R9WMw-cbcV1b-dtgib-6saRWb-7yQy9-5Q7QJu-MpvV2-
aeCMik-jcAkYy-9JJp15-7v1Cyy-4EcXu2-MpvUR-jXvy-75PYL9-75L6NK-63tyGG-9ciWaq-2DXAEd-x7Yt7-vhkD4w-fHXwEC-aeFF1f-bp2Qxn-dypgV-hi74wv-8tyjVg-WhuL-6tFn3y-fBdUv6-qYWTer-nHPVbc-hvbga-7yRvX-
9qEVrj-ciKcPU-a4fgSm-fBtgwm-75Q4q7-dpXbd5
• https://www.flickr.com/photos/barzan-qtr/3386641358/in/photolist-6agquf-6pGKuP-69pNSR-b7AVtH-n4rCLn-hQPmWp-4bBihf-rjtbSe-4o3gC8-q6mQZk-4N4qf9-a5bJJf-oKz53c-dEzMQg-S6UGh-5VVkAr-e23hbp-
jBhtB1-3YHZC-6pVDwc-dWEs64-mU17KX-mrwukm-dEzMDk-5Zej4U-eRTMoj-FVZ1B-5D5Q4i-bmNxvH-aj2Ts-5Dkzgj-cnHc2j-nSGG1u-3zkhth-4rF17Y-nfWTdJ-aBE7H5-fPfBMb-4wMgQE-zXkvt-4X1RqC-bsQuhG-
S6UXL-8tCZEc-DYKbZ-f3qQKu-gGGaE-GhFvb-kbeXGs-4Xu3qq
• https://www.flickr.com/photos/13606325@N08/2416993706/in/photolist-4FzJ2h-dW9X9R-6pp1Et-dABgMF-iEoTKj-ipJb1g-wELz2-4Wo85-fvudQG-bm5Ny4-iXvMTo-25BYRZ-rvEFyC-dzk4mg-kkuHXZ-6pt9FJ-
gbA7WS-CbvEz-ahdAKT-79WHt-9KjMX2-dZtmtq-jrb4Yo-rf4BB1-6cfyhN-oTviV1-7aj2F8-ddzXc7-4SFygK-74kr9F-6QRCf1-aiQhW7-aoZ8wS-4CCM6A-7oU4R-adRtu5-nqC9Nq-s1pDjw-qEaHCt-nhEhMP-bsHxr8-
eSr9GM-5JastZ-qSJWRg-h7ghTQ-2GChy-aCRkMh-mbtmz6-dKAXEj-jmLJUk
• https://www.flickr.com/photos/eflon/4246570737/in/photolist-7tfMwR-fxAT2m-nRF2yr-6xDUat-59NZKp-6VxK6o-6D5uER-32rDTw-aoXDo9-asqqRZ-d2Lbs9-fXG2vh-7TssVJ-fFLAs6-eWZ8p-2FF4FS-e98fHq-z2xVk-
dvrJ2-7RSxqT-saYTLR-q2abpk-b8wSoF-6PKGSz-24HwQ-dyjM9P-5gHW8p-X4Lsv-e3QgiR-6bE7WH-fNj2UL-3nhdr5-qapuB1-zCqAQ-4DZf3t-9nJ8yx-pndyEy-xvB2-eUSVCi-4gUtV-4YoiBd-ogT3Aw-ns9Mkj-bjYmcs-
65znQ4-qtNm2U-igVkJ-e7juQN-t31R8a-bwyGVB
• https://www.flickr.com/photos/thomashawk/7215052318/in/photolist-bZz2FL-dE8pZp-aBNPrV-qj7yix-4CLJQ8-vArT9j-BQjUZ-4Nz1EB-pEk35a-4LUtmz-bxZesm-sdPTqP-bVeMkT-qwvmc3-qNXkGD-Wd54U-
e2Gcb2-a3Mia-6yELkX-nNfsNs-wJRDi-Ap23W-6GRNcS-842qX-2fvh4W-gJQhJC-exoYGE-5WbduE-2fiY2j-5g77wy-7L8aqL-pQs9AN-k2ho5V-9DAnWF-ua6YKA-dC7Wfz-8ANYYm-ij5tJ-n1nGTB-73XJtd-2bzqHy-dVPAJt-
ahezXn-5TfeFv-BHYmW-oAhDXt-mHUHyW-a1V3bz-8niesN-qLXrt7

39. • https://www.flickr.com/photos/h-k-d/7948165338/in/photolist-d7mqDq-75AaE6-4EvBZt-8Lex8L-75GuaN-bxvFRa-5WoGvo-8KxTgB-8LezNN-g1EDcJ-8Leunq-8KxFmt-gwmFi5-gwmN7H-
gwm16W-8KzSsb-6E8AUB-9j6KiQ-gwmAC2-8Kxagk-5Gagvj-8TQDgg-fDRw1d-rNMu7m-5WoGsd-dyNXuM-8KzXPY-8KAEPq-cQ4VZu-8KwzPV-8Ky56x-8LbrC6-8KBabE-amRRFm-8KBbXb-
dZHKZD-5WoGuJ-DkVFE-5WoGqW-5WoGhJ-5WjpVt-32fZeG-5HW5zK-8z1aPW-8KzTyA-5ZQTkb-5WjqpK-5WjqfX-5WoGsU-F4xxq
• https://www.flickr.com/photos/unisono/516724172/in/photolist-MEm6s-bjjJFH-dZi9kz-4y6KqP-sd2kRW-bfYcYP-aio9Fx-63wkHw-5Rjv2M-7Q79FC-onMFDx-7DhSuh-8nUxDb-7wFfVg-
66jCMz-eJ9enK-e19c4H-e9MBsZ-dc2cpe-7AYeug-e2zuWE-9gW7nt-kcYfCw-qCBmeY-bjMJ9a-tF64Kh-cPzC8s-szTREp-2B9NQ-4Xwyce-7atKx8-817Uqm-6a14bj-bfmSq-vcrDmS-95wdsZ-
uWy4KS-9a61EK-vUD2D8-fxbJYB-rPrhQD-5H1BvC-7K987z-scvsoR-bhvc68-aa2B8M-4bD4Jf-9m45yU-nbEpa2-9dPqko
• https://www.flickr.com/photos/jurvetson/124853932/in/photolist-c2UJ1-8vaP2g-5rDvF8-kv7w5M-2xdo6Y-2aKS7-Kuahr-dfSGT-AwDg-cTfrdU-dXGe2y-3fAaug-r5gFGy-aKgEW
• https://www.flickr.com/photos/jdhancock/3888022463/in/photolist-6Vz8C4-8jBzoD-dz2rX5-8pFmZL-ph11Uz-pQeyAQ-nEst8Y-5o9ryr-6JChUK-eta6W-dudLBb-eya8m-hCx2po-hG1wBQ-
jr58pJ-gbgUGE-82G9aZ-t2U9vG-8w51ZU-o2rqkr-aRRSD4-9AcfUD-anj3gZ-7xo9yP-oVdDTm-nMEpB7-iXQFaq-93JtxW-dLkw94-r7RkhZ-5DRi1v-tLremT-hzRS3f-qdNZKx-91gcA-oCj6n7-2nUVrf-
nkipJn-qBviYz-5nb385-6fyY7F-kPCwvN-niYdWX-oYDjSM-dtPrSY-5He7kn-wdwFRX-bf1Eap-9fpLL8-qs5Dym
• Tom Collins
https://www.flickr.com/photos/tomcollinsphoto/19008741635/in/photolist-uXJLCK-3YHZC-87V3sQ-puwbsG-4ozGRf-uRE8E-dextHU-hJZSXR-7GwTFT-tLP8t-at77y-cVgJiJ-mbFZX-9pbt3N-
shAgK-qg7tch-boQRU2-65b5y8-uCXhgE-d6A7J9-67NZWY-8Pi5C6-fBsxxE-aBvstD-e5Weaz-88JTVi-ohPrrk-oj14pe-v8LUz-5AMsw9-o7tSz7-7XkhM7-dPoK9J-sBo7Hm-oHNAU5-fKPw7G-92kLx9-
aFkDnF-5vyRkU-Zh6RD-TXx1-a12n7o-rmc5ik-dMhqhY-byWVc6-nbFb3h-5Bskwc-5VnTvD-5TJvc3-82EESu
• John Fowler
https://www.flickr.com/photos/snowpeak/14629877115/
• Ted Rheingold
https://www.flickr.com/photos/bmindful/113996138/in/photolist-b5g5E-2GTAnY-c86pDf-7KjfyQ-bEwa7F-GchQt-8rKo9S-dkdPxN-bUU4Vt-a9KuwM-a9Kura-8tkTi3-8tkTaL-6qEZzQ-
9sDD4w-8thSyP-z7xRk-7HpZwu-4RdnCb-fnjFW1-hUzjhQ-Lqevy-e7mPJf-7A7zNJ-HFRfv-9pJAkE-33QvDV-ijHM7-bqxiYN-mGbze-bMLfa-ee1Gzm-9KuvnX-986Cqg-46yfM-5FKoSc-9JppiE-
5c5d69-e46gNm-qtuHv-8t4jzo-4T66gG-5mtBGt-dWH3LM-4bqCbe-4K8mnr-nXJas-adniE-fST57-rByn2
•
aka Tman
•
https://www.flickr.com/photos/rundwolf/1595151868/in/photolist-3qXz5q-56ut84-4M9idC-6ecwPF-asR8yu-3dFxVt-pz1toU-asNv9v-asNvcx-mhxqm-asAbeg-asAbjK-4uqGX-asAb5R-
asR8s9-asR8uE-7aKNAh-asR8By-asNv6F-2AW2L-axPxD-7x4dbE-7GMtC7-5EBCE2-EM6MG-3SuWE-28St4-8fBjT5-ahQxG4-28SgF-5r4jaf-jydhDW-89bRZm-9TDsSu-4BFpFz-7GM7ZA-71wG8V-
pputR-48VXu-fsYaeN-kQPEJy-8oozpu-6oibCF-2omifs-6L7u4a-8okoJD-cTJUFW-6zwshZ-8WqHof-5dYY3X