Every PR consultant works with timely angles: ways of connecting a brand’s story to an event, a public conversation or a special occasion. In the Netherlands, King’s Day is a familiar example. Around the annual celebrations, brands publish social posts, blogs and press releases with an orange theme.
There are many other opportunities throughout the year, from holidays and seasons to major events. In technology, developments in areas such as artificial intelligence can also create a relevant starting point for a story. When this article first appeared in 2018, the approaching introduction of the GDPR and discussion of blockchain were prominent examples.
As PR consultants, we keep looking for those connections. But why do we do it, and should a brand respond to every moment?
Recognise different kinds of opportunity
Some moments are predictable and shared by a broad audience, such as a public holiday or a scheduled event. Others are unexpected but widely discussed, such as breaking news or a trending topic. There are also predictable and unexpected moments that matter more to individuals than to the public as a whole.
For a Benelux PR agency, these distinctions are familiar. A communications calendar can help with the predictable moments, while regular news monitoring helps identify opportunities that were not on the schedule.
One difficulty is that your brand will rarely be the only one responding. Many companies may publish content about the summer holidays or a major industry development. That does not make the opportunity worthless, but it does mean you need a relevant and distinctive contribution. These three tips help.
1. Keep it relevant
Following the news is a daily part of PR work. It helps us understand the issues people are discussing and identify where a client has something useful to add. The aim of newsjacking is not simply to attach a brand name to a popular topic; it is to contribute information or a perspective that fits the conversation.
Relevance also supports credibility. The event, your message and your brand need a meaningful connection. Before proposing an angle, ask what the audience gains from it and why your organisation is qualified to speak about the subject.
That question is especially useful in technology PR, where a company’s specialist knowledge may help explain a development that otherwise feels complex.
2. Stay true to your brand
Almost any event could provide a creative prompt, but not every prompt belongs in your communications. If your brand has no meaningful connection to a holiday or celebration, there is little value in joining in simply because everyone else is doing so.
The tone matters as well. A light-hearted seasonal post may feel out of place for an organisation that normally communicates in a very different way, especially if the subject is not relevant to its audience. Choose moments that fit your identity and the people you want to reach.
Consistency does not mean being dull. It means giving readers a recognisable reason to listen to what your brand has to say.
3. Plan ahead
You cannot predict every news story, but you can prepare for many events. Build relevant moments into a content calendar so that opportunities do not pass unnoticed.
Planning gives the team time to develop an angle, gather information and create material that genuinely fits the occasion. It also leaves more room to respond thoughtfully when an unexpected story appears.
Combine that preparation with media monitoring and a clear content strategy. The result is a more deliberate approach to timely communications.
Would you like to identify the right moments for your organisation? Contact Progress Communications to discuss your story and the audiences you want to reach.
Corinna
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