advocates like military families, veterans,
staffers and aviation enthusiasts made
more sense. Chris Hawley, Raytheon’s
managing editor for digital content,
material written in advance. By taking a
strategic approach, the digital content
team was able to create a Farnborough
Air Show microsite offering near-real-time features, news, videos and photos.
They started the planning months in
advance, identified an on-site reporter
and set up processes for getting approvals fast.
The lesson from these successes is
that “real-time marketing” and “
culture-jacking/newsjacking” are not synonyms.
Real-time marketing requires not just
attention to whatever’s hot at the
moment, but the ability to look ahead
and identify upcoming opportunities for
real-time or near-real-time engagement.
The mentality of a newsroom is more
important than the physical space. And
a clever tweet ripped from the headlines
will rarely produce better ROI than a
careful strategy for content marketing
and social media engagement.
about the author
Shel Holtz, ABC, IABC Fellow, is principal
of Holtz Communication + Technology
in Concord, California. Follow him on
The risk of ignoring
the more intricate dimensions
of a newsroom is to devolve