As communications experts we’re always looking at ways to make the news agenda work for our clients, trying to leverage whatever hook we can find for the benefit of our story. Brands crave the chance to ride the wave of the news agenda and this week a tsunami of news story presented itself, just as agency folk were wiping away the last crumbs of Easter chocolate from their desks.
I am of course talking about the sacking of David Moyes, former manager of Manchester United. Seldom does a football story make the front and back pages of national newspapers, dominates the TV news headlines and causes social media to meltdown in a flurry of posted opinions and I-told-you-so’s. A story of this magnitude spans media sectors, disciplines and platforms. Brands want in and it’s the job of the communications expert to harness the power of this news tsunami.
But how do you gain traction when every brand is trying its best to shout the loudest? You need timing, the right creative, and the ability to capture the zeitgeist of the moment with your headline or visual. The best news hijacking ideas often hit that combined sweet spot with aplomb. A little luck and bags of wit usually seal the deal.
Which brands have been hitting the news sweet spot this week? Paddy Power have always been quick off the mark with anything related to the sporting world. The sacking of Moyes has probably made them a mint so they’ll aim to milk this one dry. Such a brand thrives off speculation and the betting on the next manager must have shifted into overdrive this week.
Other, unlikely brands have got in on the act too. JustEat.co.uk have no natural link to the world of football yet still found the time to put out some clever creative that’s been doing the rounds on Twitter, playing off speculation and the knowledge that we’ll all be hungry at some point. It just goes to show, there’s always a link for the right idea.