How to Leverage a News Moment Without Looking Opportunistic
In the fast-paced world of news (and generally, in life), timing is everything. As firms compete for attention and client consideration, inserting yourself or your firm into the current news cycle (sometimes referred to as “newsjacking”) can be a powerful strategy—when executed properly. But there's a fine line between being relevant and appearing opportunistic, especially for attorneys.
What is Newsjacking?
Newsjacking is the practice of aligning your expertise with breaking news or trending topics to gain visibility for your practice. When done skillfully, it positions you as a thought leader who can provide valuable context to current events. When done poorly, it can make you look like you're capitalizing on others' misfortunes.
Newsjacking can be misused when attorneys fail to strike the balance between relevance and respect. Some lawyers rush to comment on breaking news without adding meaningful insights, appearing self-serving rather than helpful. This is particularly problematic when commenting on sensitive situations where a promotional tone feels inappropriate or insensitive. Attorneys who comment outside their areas of expertise risk undermining their credibility, while those who chime in on every tangentially related story may find their authority diminished over time.
The distinction between effective thought leadership and opportunistic marketing often comes down to whether the attorney prioritizes public education over self-promotion.
So, what’s the right way to newsjack?
Not every breaking story warrants your commentary. Consider these factors when evaluating opportunities to comment on breaking news:
Relevance to Your Practice: Choose stories that directly connect to your area of expertise. A product liability attorney should comment on significant product recalls, not general business news.
Educational Value: Ask yourself, "Can I explain complex legal implications that most commentators might miss?" If you can't provide unique insight, the opportunity may not be right.
Timing in the News Cycle: The ideal window exists after the basic facts are established but before the legal analysis becomes saturated. This sweet spot allows you to contribute meaningfully to the developing conversation.
Connect authentically to your practice
Your commentary should flow naturally from your established expertise. When you identify a relevant news story, consider:
How does this relate to your specific practice area?
What unique insight can you offer that others haven't already provided?
Can you explain complex legal implications in accessible terms?
How might this development affect your current or potential clients?
If you can't draw a clear, authentic connection between the news and your practice, it's probably not the right opportunity for you.
Add Timely, Genuine Value
The "jacking" part of newsjacking requires speed. To effectively participate in breaking news conversations:
Set up news alerts for topics relevant to your practice area
Develop templates for different response types that can be quickly customized
Have a streamlined approval process for time-sensitive content
However, speed should never come at the expense of accuracy or thoughtfulness. A hasty, ill-considered take can do more damage than staying silent. The difference between opportunism and valuable commentary lies in what you offer the audience. Focus on:
Providing clarity around complex legal issues
Offering practical guidance for those affected
Contextualizing the news within broader legal trends
Sharing informed predictions about potential outcomes or implications
Your goal should be to help people understand the situation better, not merely to promote your services.
Red Flags to Keep in Mind
Watch out for these warning signs that your approach might be veering into opportunistic territory:
You're commenting on tragedies without substantive insights about legal remedies
You're positioning yourself as an expert in areas outside your established practice
Your message focuses more on your services than on the news itself
You're using sensationalist language or overstating the significance to attract attention
You're jumping on every trending story regardless of relevance
Successful newsjacking for attorneys isn't about inserting yourself into every conversation—it's about strategically adding your expertise when it truly matters. By being selective, authentic, timely, and valuable, you can leverage breaking news to build your reputation without appearing opportunistic.
Remember: the goal isn't just momentary visibility but long-term credibility.
The Thought Leadership Advantage at RebuttalPR
The firms who thrive aren't those who comment on every headline, but those who provide genuine insight when it matters most. This approach doesn't just capture temporary attention—it builds lasting credibility that distinguishes your practice in a crowded field.
At RebuttalPR, we help plaintiff firms develop nimble newsjacking strategies that align with their broader communication goals. We believe effective legal public relations isn't about being everywhere, but about being exactly where your expertise adds meaningful value to the conversation. And we do so in a timely way while reaching the reporters and commentators who matter most and are driving the conversation.
Ready to move beyond reactive public relations to strategic media positioning? Let's develop an approach that elevates your firm's voice when it matters most.