How To Turn Breaking News Into Media Opportunities for Your Photography Business

In this article, I’m diving into the concept of newsjacking—a PR technique that can help you leverage breaking news to secure valuable media coverage.

I’ll explain how it works, share tips to maximise your chances of success, and show you how to incorporate it into your PR strategy.

In this article, I’m going to talk about newsjacking and about how to increase your chances of being featured in the media when using this technique.

What is newsjacking?

Newsjacking is the art of using a fresh angle on a current news story to gain publicity. For photographers, this means securing media opportunities for yourself and your photography business.

Essentially, it’s about linking your business or expertise to breaking news in a way that adds value to the conversation—and gets you noticed.

Whether the story is local or national, if it’s relevant to you or your photography business, it could be an opportunity to secure media coverage and increase your visibility.

Even a small mention in the press can expose you to a highly relevant audience, making this a strategy well worth adding to your PR toolkit!

How to succeed at newsjacking

1. Add value to the story

When you spot a relevant news story, ask yourself: What can I contribute to this conversation?

• Are you an expert? Offer your insights or explain a complex topic in simpler terms.
• Have an opinion? Share your perspective—whether it’s a counter-opinion or a compelling reason to support the story.
• Can you illustrate the story? Use your photography or experiences to provide a unique angle.
• Have personal experience? Share it! Even if it’s unrelated to your business, a personal anecdote can still lead to your name and work being mentioned in the press.

2. Stay ahead of the news

Being successful at newsjacking requires speed. Here are ways to stay on top of breaking stories:

• Check the news regularly: Start your day by scanning trusted sources like the BBC and local news sites.
• Leverage social media: X (formerly ‘Twitter’) is fantastic for breaking news. Monitor trending topics and hashtags like #photography and #news to spot potential opportunities.
• Set up Google Alerts: Use keywords related to your niche to get free email updates when relevant stories appear online.

3. Act quickly—but prepare

Once you spot an opportunity, move fast. News has a short shelf life, and yesterday’s headline is already old news.

• Refine your pitch: Take a moment to think through what you’ll say or write. Practice your key points to make your pitch clear and compelling.
• Reach out to journalists: Contact the newsdesk or specific journalist (if you have their contact details) by sending an email, or use X to ‘tweet’ or DM them. Be concise and show why your input enhances their story.

4. Follow Up, But Don’t Overdo It

If you don’t hear back right away, follow up within a few hours (or a day, if it’s less urgent). However, avoid becoming a pest—journalists are often under tight deadlines. If your first attempt doesn’t succeed, try pitching to another publication running the same story.

Why newsjacking matters

By keeping on top of the news agenda, you can seize media opportunities to showcase your expertise, connect with your ideal audience, and build your reputation—all without spending a penny on advertising.

So, why not give it a go?

Have you tried newsjacking?

I’d love to hear from you! Have you ever used newsjacking to secure media coverage for your photography business? Share your experiences—or your questions—in the comments below.