Typically, start-ups don’t have much of a budget for PR. They struggle to compete with the noise that larger competitors in their sector can make. So should you forget PR ‘until you grow up’?

Rather than succumbing to the belief that PR is a luxury reserved for established players, consider a dynamic approach known as “news hijacking” (also known as rapid response or issues jump). I’ve personally witnessed the success of this tactic during my time at a security company in the 2000’s, and its impact was nothing short of remarkable.

Unleashing the Power of News Hijacking

1. Identify Your Hook
For start-ups, finding a voice amidst industry giants can be daunting. News hijacking involves riding the waves of current events, aligning them with your organisation’s mission. In our case, operating in the security sector, we seized opportunities tied to global security incidents. This not only allowed us to contribute valuable advice but also positioned us as industry experts.

2. Craft Your Angle
Once you’ve identified a relevant news story, determine your unique angle. Remember – you’re there to help a newsroom generate interesting content for their viewers, readers and listeners. In our strategy, we leveraged our knowledge of world security incidents and security advice expertise to provide detailed insights into the political climate and incident frequency. Additionally, having seasoned experts, usually ex-police in our case, ready to be put in front of the media as ‘Talking Heads’, was a critical dimension to our approach.

3. Mobilise Your Talking Heads
The success of news hijacking hinges on the availability and commitment of your experts. Ensure they’re aligned with the strategy and ready to be the face of your start-up in media appearances. Their dedication to being available at all hours and adapting swiftly to breaking news is integral to the approach’s effectiveness, they were very much the heroes in our story, along with the analysts who prepared their briefs in the background.

4. Establish Media Connections
Compile a comprehensive list of contacts at various news outlets or consider partnering with a PR agency. We opted for the latter – with these guys – on a manageable retainer basis, allowing us to focus on our strengths while experts managed media relationships. Regularly engage with newsrooms, persistently offering your insights whenever a relevant story breaks.

5. Embrace Persistence
Success in news hijacking isn’t guaranteed with every attempt – and even more frustrating is when you get a slot, but they forget to mention your brand – this happened a couple of times. But be persistant. The reason you shouldn’t give up isn’t because you’re a glutton for punishment; it’s because of the way news channels work. News channels run 24/7; they need a certain amount of content every day and night. You cannot control what else is going on in the world on the same day a relevant story breaks that’s relevant for your strategy.

6. Build and Nurture Relationships
After securing media opportunities, transition into Account Manager mode. Maintain a comprehensive database of your media contacts, cultivating relationships for future engagements. If outsourcing this task to a PR company, leverage their extensive networks to maximize opportunities.

The Impact and Beyond

Our efforts in news hijacking resulted in frequent appearances on national and international news channels, including BBC News and CNN. We appeared on Sky News six times in a seven month period. We got a five minute feature on BBC World. And we appeared in a range of printed news media (remember them!?), including The Times, The Guardian and The Observer. Overall, we estimated we grabbed over 400m eyeballs in twelve months – all for a spend of less than $150K.

While the direct impact on the bottom line is challenging to quantify, the benefits in brand exposure, credibility, and team morale were undeniable. News hijacking not only showcased our expertise but also elevated our start-up’s standing and brand awareness in a highly competitive sector. It also helped add weight to our sales pitch decks.

In summary – news hijacking offers a strategic and cost-effective avenue for start-ups and small caps to break through the noise and establish themselves as industry leaders. Embrace this dynamic PR approach, and watch your start-up ride the waves of success.