Four principles to developing "urgent genius" using newsjacking and real-time marketing

Grant Hunter
iris Worldwide

In marketing, is it possible to be both fast and brilliant? Yes it is – according to "urgent genius", a communications philosophy that embraces the trends of newsjacking and real-time marketing that have developed in response to the turbo-charged modern world.

The term newsjacking – which describes the process of injecting in real-time your ideas or angles into a topical news story to create a favourable impact for you or your brand – was popularized in 2011 by the American PR strategist, David Meerman Scott. However, he acknowledges that the term was first used in the UK and people were talking about it as early as 2009/2010.