Mitch Joel for The Vancouver Sun: Savvy businesses 'jack' the news to get media attention

November 25th, 2011

The Vancouver Sun
November 25, 2011
By Mitch Joel

As news broke last week that Amazon started selling its longawaited entry into the tablet (and iPad-led) market, many eyebrows were raised, waiting to see what those who would get their fingers on it would think. Would this coming holiday shopping for tablets be (once again) dominated by Apple’s iPad or did Amazon develop a truly worthy contender? Amid the reviews, anticipation and excitement came a secondary story: best-selling business book author David Meerman Scott (The New Rules of Marketing & PR, Marketing Lessons from the Grateful Dead, World Wide Rave, Real-Time Marketing & PR, etc -) was launching his latest book, Newsjacking – How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage, in digital format only, with a major book publisher (Wiley), for under eight dollars, and it is fully-optimized for Kindle Fire (including hyperlinks, colour, images and more). It’s no coincidence, either. The concept of newsjacking is to interject your businesses’ story into breaking news to generate media coverage for what you’re doing. And, what better way for Scott to test his concept than to make him (and his book launch) a living petri dish?