What is newsjacking?

Marketing technique that consists of using current events or situations for the purpose of deviating audience attention towards brands and obtaining notoriety. To achieve this, it is necessary to generate content that is relevant and interesting to the public, but also important to consider the risks involved, as a poorly planned activity may pose severe problems for the brand.

The term comes from the fusion of the word news (news, in English) and the verb hijack (appropriation or abduction, also in English).

 
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