Amelie Le Galloudec, Senior Consultant at Missive 

By the time you finish this paragraph, three new AI startups will have pitched journalists about the same trend. In a media cycle that never sleeps, standing out isn’t always about being the first to comment, but more often about being the one with something worth saying. For B2B tech brands, that’s where smart, strategic newsjacking comes in. 

The challenge is adding something that moves the news forward. At its best, newsjacking inserts a brand’s perspective into breaking stories before the dust settles. Done well, it’s the fastest way for a brand to prove it’s got something meaningful to say when it counts and position itself as an expert in a space. But done poorly, it’s just noise. 

Here how tech companies can make sure their next newsjack lands and actually moves the needle. 

1. Anticipate the moment 

Effective newsjacking starts before the headlines break. The smartest comms teams don’t just react to stories – they anticipate them. That means knowing what’s coming down the track, mapping industry calendars, tracking recurring story arcs and making sure subject-matter experts are ready to respond when the moment hits. 

Preparation is as much about foresight as it is about speed. Stay plugged into the pulse through media monitoring tools like Cision and journalist request platforms such as ResponseSource – not just to spot stories, but to pre-empt the ones that matter most. 

Over time, this rhythm builds confidence and speeds up approvals, so teams can move fast when it counts. 

Tip: Don’t just flag stories – forecast them. Plan for the moments you know are coming and be ready to add something meaningful when they land. 

2. Move fast with confidence 

In newsjacking, speed is table stakes. Comms teams know the real challenge isn’t hitting send fast but moving quickly while keeping everyone aligned internally. That means getting legal, brand and spokespeople on the same page as quickly as possible and having the right frameworks in place so everyone’s confident to act. 

The best teams will plan ahead to make that possible. Pre-approved comment banks, empowered spokespeople and clear sign-off processes mean a team can move fast without cutting corners. Timing will always make or break a story, but confidence in the process is what enables a brand to seize the moment. 

Tip: Anticipate the pressure points. Streamline sign offs and get everyone comfortable with what “good” looks like before the news breaks. 

3. Take a stand 

The best commentary doesn’t sit on the fence. Journalists receive thousands of reactive statements each day, and the ones that stand out go beyond echoing the headline. 

For example, when a major outage disrupts global services, the most valuable contributions come from infrastructure experts explaining why it happened and what it means for the industry, not just confirming that systems went down. 

Taking a stand doesn’t mean being bold for the sake of it, or reckless with your message or reputation. It’s about being useful and helping journalists (and their readers) make sense of what’s happening and why it matters. It’s a principle that also underpins strong copy; as we explored in our recent blog, which explores the fundamentals of effective writing and the importance of clarity and substance to cut through. 

Research backs this up: recent research from Cision shows 86% of journalists reject pitches because they lack relevant or fresh perspectives, while 36% reject them for not being compelling. The difference lies in having a clear point of view and offering insight others can’t. 

Tip: Anchor statements with expertise. Data points, reflecting on an experience or forward-thinking predictions can differentiate commentary. The goal is to help the journalist tell a better story, not just echo what is already being said. 

4. Speak with authority 

Not every story is an opportunity, and knowing when not to speak is just as important as knowing when to jump in. Chasing the wrong headlines can do more harm than staying quiet. The brands that build credibility are the ones that show discipline. They don’t talk about everything; they talk about what they know best.  

When a story breaks, the first question to ask is: would a journalist expect to hear from us on this? If the answer is no, it’s probably one to sit out. Authenticity comes from consistency, and the most trusted voices are those who show up in the same conversations repeatedly. 

We see that discipline pay off in our own work with tech brands. By focusing commentary on recurring themes such as cloud resilience, data ethics and emerging regulation, our clients become go-to voices journalist trust to add substance when it counts. The same pattern plays out across the wider industry. Clear brand messaging is the foundation of trust, as we recently highlighted in this blog, which explores how stripping back jargon and using accessible language helps brands connect with audiences who can understand the core message at a glance. 

Tip: Success isn’t necessarily about reach – it's about the right to speak. Say less and better, then people will listen.  

5. Make every miss count 

In 2025, the average journalist response rate to PR pitches stands at just 3.43%. This may be the highest rate on record but is still a pertinent reminder that many quality pitches fail to cut through a busy newsdesk inbox. Coverage is never guaranteed but that doesn’t mean the effort is wasted.  

Journalists won’t have space for every contribution, but every comment that doesn’t land is a learning opportunity. Could the content be reshaped with a sharper hook? Repurposed into thought leadership content? Held for future use in a similar story? 

Tip: The newsroom moves on but that doesn’t always mean content has to disappear with it. Treat reactive commentary as a reusable asset, not a one-shot pitch. 

When done well, newsjacking positions B2B tech brands as authoritative and credible. It is not just about speed but about being relevant, insightful and strategic. As the pace of news accelerates, those qualities are what separate brands that shape the conversation from those that watch from the sidelines. 

At Missive, we help brands cut through the noise – turning expertise into influence. If you want to lead the conversation, not chase it, get in touch.