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Thought Jacking your way to thought leadership

Guest post by: Craig Badings

Article Overview: Thought Jacking is a new term, an invented term by the author of this post. It is a term that has been poached, in a way, from David Meerman Scott's title for his new online book, Newsjacking: How to inject your ideas into a breaking news story and generate tons of coverage. Read on to see what it means and how you can benefit for your business and your thought leadership profile.

Free Download - Your content will die if you don’t shift your paradigm By Craig Badings
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Thought Jacking your way to thought leadership

I’m thought jacking David Meerman Scott’s latest e book: Newsjacking: How to inject your ideas into a breaking news story and generate tons of coverage (Wiley).

The premise of David’s new book is how to piggyback and take advantage of the momentum of a breaking news story for you or your company by injecting a fresh perspective in real time. I must admit having been in the PR industry for 22 years, newsjacking isn’t really new but David has put a new slant on it and articulated it very well.

How thought leaders can thoughtjack

Thought leaders should take a lesson out of David’s book because if you can Newsjack you can thoughtjack and here are four ways how to do it:

1. Scan the media - for ideas that play to your thought leadership platform and react if you believe there is a significant wave of sentiment or media focus

2. Track trends - in social media, mainstream and trade press for early identification of any new, developing trends and integrate these into your thought leadership campaign

3. Do they care - research the trends with your target audiences to find out whether they care about them and how they will influence their business

4. Get to market – use all relevant channels at your disposal to get your new thought leadership insights to market.

David Meerman Scott on thought leadership

But before you do take our thought leadership to market, in fact before you even start, take heed of what David had to say when I interviewed him about thought leadership and content for my blog. Here is a brief excerpt:

"The problem is that most organisations create content about their stupid products. What people need to realize is that nobody cares about your products (except you). What people do care about are themselves and ways to solve their problems.


"People also like to be entertained and to share something remarkable. In order to have people talk about you and your ideas, you must resist the urge to hype your products and services. And you must resist the urge to 'control the message'. Create something interesting that will be talked about online."




There are two critical points in what David has to say above. The first is that people care about themselves and ways to solve their problems. The second is that you should create something interesting that will be talked about.

If you have followed the four thoughtjacking points above you should be able to tick both boxes.

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Home > Leadership > Craig Badings > Thought Jacking your way to thought leadership >
Article Tags: content, content strategy, David Meerman Scott, News jacking, thought jacking, thought leadership

About the Author: Craig Badings
RSS for Craig's articles - Visit Craig's website

Craig Badings has spent the past 21 years consulting to small and large brands about their public relations challenges. He is a director of leading Sydney-based financial and corporate communications consultancy, Cannings. Cannings is a member of the ASX-listed, STW Group Ltd, Australias largest communications services group. In 2009 Craig published a book on thought leadership 'Brand Stand: seven steps to thought leadership'. He believes that thought leadership is an incredibly powerful yet underutilized communications tool which if correctly packaged can add tremendous value to your stakeholders and, in turn, your brand. He was a main board director South Africa's largest PR company, Simeka TWS Communications and a regional director of their Cape Town office. In 1999, he started Rainmaker Public Relations. After two years, Rainmaker was bought out by London-based PR multinational, Citigate and Craig headed up their PR division. One year before immigrating to Australia he was appointed managing director of Citigate�s Cape Town PR, advertising and design agencies. In 2003, he moved to Australia and joined the Gavin Anderson Melbourne office. In 2004 he started his own business and in 2005 joined one of the Ogilvy Public Relations Australian sub-brands, Savage & Partners in Sydney. Savage & Partners merged with Cannings in February 2009.

Click here to visit Craig's website Dashed Line

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