What is newsjacking?

Marketing technique that consists of using the most current events or situations with the aim of diverting the audience's attention to the brands and obtaining notoriety. To do this, it is necessary to generate relevant content of interest to the public, but it is also important to take into account the risks involved, since a poorly planned action can pose a serious reputational problem for the brand.

The term is born from the fusion of the word news (news, in English) and the verb hijack (appropriation or kidnapping, also in English).


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