Now is not the time to NewsJack.

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David Meerman Scott coined the term “newsjacking” to describe tying in to current news with your story. Normally, it’s a very good idea.

During a disaster or other terrible happening, the normal method of newsjacking will just make you look like an insensitive opportunist. That’s probably not what you want.

It’s a difficult time to use PR effectively, so focus on other outreach efforts. If you are contributing in some positive way to help those who are suffering, without looking like you’re trying to profit from it, then you may have a legitimate news opportunity. Otherwise, just wait out the storm(s.)

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