Master Class #141: Turning Executive Thought Leadership into Breaking News Commentary
When breaking industry news hits, journalists need quick expert perspective, not a pitch deck. Newsjacking allows your brand to join major news cycles, but success hinges on speed and relevance rather than pushing a marketing agenda.
How to position your executives for rapid-response media opportunities:
Build pre-approved expert profiles: Establish clear commentary guidelines and pre-cleared viewpoints for your C-suite ahead of time so you can pitch within minutes of a breaking event.
Offer sharp, decisive takes: Avoid neutral or vague statements. Media outlets look for authoritative opinions that analyze why a news event matters to consumers or the market.
Keep pitches concise and broadcast-ready: Deliver quick bullet points summarizing your expert’s top takeaways. Include direct quotes and availability to make the journalist’s job seamless.
Focus on analysis over self-promotion: Frame commentary around macro-level market impacts rather than promoting internal company products or services.
At Jaffe Communications, we connect executives with top-tier media when news breaks. Ready to build a proactive newsroom strategy? We’re here to help.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
