Today we talk to Jon who has been involved in marketing for 20 years. In 2005 Jon started urgentgenius.com and went on to publish the book “Newsjacking”. He tells us about his company ‘TBC’ (To Be Confirmed. To Be Continued. The Burkhart Company), ie nothing’s been confirmed and everything’s changing. We talk about real-time marketing and how brands must say no to certain events and they must always be relevant. Because of this, it’s important for brands to know the difference between topical and relevant.
We ask Jon how we would know when there’s a good opportunity to newsjack? Jon gives some good examples of who got it right, and who didn’t. He talks about planned spontaneity, riding the wave and takes us through the B-A-L-L-S-Y brands checklist.