Newsjacking — Reactive PR Workflow

Injecting your POV into a story that's already trending. Done well: free distribution off a wave of attention. Done badly: cringe at best, brand damage at worst.

Contents

• When newsjacking works (and when it doesn't)
• The detect → score → angle → pitch loop
• Newsworthiness scoring rubric
• Story angle library
• Speed: the only thing that matters
• Sources & tooling
• Failure modes

When Newsjacking Works

• Tech/regulatory news in your category — new law, new platform launch, competitor pivot, big acquisition
• Industry data drops — a major report drops, you have a sharper take or contradicting data
• Public conversation — a debate or controversy where your expertise is genuinely relevant
• Seasonal/cyclical moments — earnings season, year-end reviews, conference weeks

When to Skip

• Tragedies, accidents, deaths — no exceptions. Don't.
• Politically charged stories unless your brand explicitly takes political stances
• You have no genuine expertise in the area
• The window is already closed — if a story is 48h+ old and you weren't first, you're late
• The angle is "we have a product for this" — that's marketing, not journalism

The Loop

A repeatable workflow Claude can run on demand or daily.

1. Detect — surface trending stories in your category (see Sources & Tooling)
2. Score — apply the newsworthiness rubric; drop anything below threshold
3. Angle — generate 2–3 angles per story using the angle library
4. Validate — sanity-check: do you actually have the expertise/data to back this angle?
5. Pitch — draft a tight pitch to 3–5 journalists who cover this beat (see journalist-pitching.md)
6. Post — also publish on your blog, LinkedIn, X — it builds the trail journalists check before quoting you

Output format Claude should produce:

NEWSJACK CANDIDATE — 2026-06-10

Story: "EU passes AI Act amendment requiring agent registration"
Source: TechCrunch, 3h ago
Score: 8/10 (high relevance, fresh, you have proprietary data)

Angles:
1. Data hot take: "Our analysis of 12,000 agent deployments shows 73% would fail this requirement"
2. Contrarian: "Why the registration rule will hurt safety, not improve it"
3. Customer story: "How [customer] is preparing — interview offer"

Recommended: #1 (you have unique data, strongest hook)
Pitch draft: [see journalist-pitching.md for template]
Target journalists: [list with rationale]

Newsworthiness Scoring Rubric

Score each candidate 1–10 on five dimensions, multiply by the weight, then sum. Max possible: 80 (10 × the 8x weight total).

Threshold: weighted total ≥ 50/80. Below that, skip.

Auto-disqualify if:

• The story is about something tragic
• Your angle is "I disagree" with nothing to back it
• You haven't actually formed an opinion — you just want to be quoted

Story Angle Library

Use these templates to generate angles fast.

1. Data hot take

"We analyzed [N] [things] after [event]. Here's what we found."

Best when you have proprietary data. The journalist gets a stat, you get the citation.

2. Contrarian

"Everyone says [popular take]. Here's why they're wrong."

Best when you can defend the position with specifics. Weak when it's just contrarianism for attention.

3. "We predicted this"

"Six months ago we wrote [thing] — here's what's happening now and what's next."

Best when you actually did predict it. Lethal to your credibility if you didn't.

4. Customer impact

"Here's a [customer type] who's directly affected. We can put you in touch."

Best for B2B. Reporters love named customers willing to talk.

5. Insider explainer

"This story is complicated. Here's what's actually happening."

Best when most coverage is missing nuance. You're not arguing — you're educating.

6. Trend connector

"This isn't isolated — it's part of a bigger shift we're seeing in [pattern]."

Best when you have several data points or examples to connect.

7. Founder POV

"As someone who's built in this space for [X years], here's the part most people are missing."

Best for opinion pieces / op-eds. Weak as a soundbite pitch.

Speed: The Only Thing That Matters

Newsjacking decays fast. Approximate windows:

Implication: if you can't draft and send within the window, don't bother. Set up the loop so detection → pitch takes <2 hours.

Sources & Tooling

Reuses tooling from the social skill's listening workflow. Same install: brew install jq.

Google News RSS (no auth)

# Replace QUERY with topic (use + for spaces, %22 for quotes)
curl -s "https://news.google.com/rss/search?q=QUERY&hl=en-US&gl=US&ceid=US:en" \
  | xmllint --xpath "//item[position()<11]" - 2>/dev/null

Hacker News (Algolia) for tech stories

SINCE=$(($(date +%s) - 86400))
curl -s "https://hn.algolia.com/api/v1/search_by_date?query=QUERY&tags=story&numericFilters=created_at_i>${SINCE}" \
  | jq '.hits[] | {title, url, points, num_comments, created_at, hn_url: ("https://news.ycombinator.com/item?id="+.objectID)}'

Reddit (for category-specific subs)

curl -s -A "newsjack/1.0" \
  "https://www.reddit.com/r/SUBREDDIT/top.json?t=day&limit=15" \
  | jq '.data.children[].data | {title, url, score, num_comments, created_utc}'

Journalist research (browser-driven)

For finding which journalists are covering the story right now:

• dev-browser → Google News search for the story → click through to articles → note the bylines
• Then go to those journalists' X / LinkedIn / Muck Rack profile to confirm beat and recent coverage

See also journalist-pitching.md for the full discovery workflow.

Source list

For repeatable monitoring, add a "Newsjacking topics" section to .agents/listening-sources.md (template in the social skill's references):

## Newsjacking topics (Google News RSS)
- "AI agent regulation"
- "[your category] funding"
- "[your competitors] OR [adjacent competitors]"

## Industry data drops (RSS / manual)
- Pitchbook reports
- a16z state of [industry] reports
- [your category] benchmark reports

Failure Modes

Things that have ended careers and brands.

• Tragedy-jacking — Oreo's 2013 Super Bowl tweet worked. Most attempts since have not. Wartime, disasters, deaths: don't.
• The forced fit — "Here's our take on [trending story] — it's actually about [our product]." Journalists see through this instantly.
• The empty take — pitching "we have an opinion" without specifics. Journalists need a quote-worthy line, not "we're closely watching this."
• Speed without judgment — being first with a bad take is worse than being late with a good one. The 30-minute "is this brand-appropriate?" gut check exists for a reason.
• Pitching the same angle to 50 journalists — they talk. Get caught once, lose the relationships.
• No follow-through — pitch goes out, journalist responds in 20 minutes, founder takes 6 hours to reply. Story moves on.

Companion Practice: The Public Trail

Every newsjack pitch is stronger if the journalist can find evidence you've been thinking about this publicly. Before pitching:

1. Publish a short post (blog, LinkedIn, X thread) with your take
2. Reference it in the pitch ("more thinking here: [link]")
3. This signals you're not opportunistic — you're an actual voice in the space

If you don't have time to publish, you're probably not ready to pitch.