News & Highlights

From Nardi Media

Newsjumping: What It Is + How It Works

Newsjumping is one of the best and most effective ways to garner press attention and position yourself as an expert to the public eye, but if not done right, you’ll miss out on a lot of opportunities that come as quickly as they go.

At Nardi Media, newsjumping is a topic that comes up all the time, but what really is it, how does it work, and why does it matter?

I had the chance to sit down with our Lead Publicist here at Nardi Media, Blaine Heck, and hear her expert insights on newsjumping. Blaine is a seasoned PR pro who, through the power of newsjumping, has placed some of our clients in top-tier media outlets including Forbes, Fortune, Business Insider, Newsy, CNBC, and many more.

Here are highlights from our conversation:

A: What does “newsjumping” mean?

B: “Newsjumping” is scanning through the news to see if there’s a breaking story your client can speak to. If there is and it’s urgent, jump on it!

A: Do you have a recent example of newsjumping?

B: We have two clients who were a perfect fit for the Colonial Pipeline story – one is a cybersecurity expert and the other is an energy expert. Between the two of them, we landed 42 placements!

A: Share some of those placements!

B: News Nation, Newsy, US News & World Report, CNBC.com, Forbes, Fortune, Business Insider, and more.

A: How important is it to be timely when you’re jumping on the news?

B: Very! There are some cases when you have seconds. For example, the Colonial hack was announced on the weekend. Our clients shared talking points on Sunday so I could prepare and be ready to pitch the media Monday morning. It happened that fast.

A: How can experts have the best success at newsjumping?

B: Experts need to be available to take an opportunity ASAP and to provide talking points to their publicists. If possible, I recommend they clear their schedule because it’s very important to take advantage of a newsjumping opportunity. Also, if we tell journalists that our clients are available ASAP, they’re more likely to book them.

A: Can you clarify what talking points are?

B: 1-2 sentences or bullets on what you’re offering an outlet that will help their audience understand a situation. I ask our clients to think about the expertise they bring to a story and use it as a teaching opportunity.

A: Is it possible to be too opportunistic?

B: You definitely have to be sensitive about what you’re pitching and when you’re pitching it. When George Floyd was murdered, we took a step back for a couple of weeks to let the story unfold and let his family grieve. Compassion goes a long way.

A: With so many people presenting themselves as experts, what can you do to make your client stand out when pitching producers?

B: Position your expertise into your title. Don’t just be an “expert”, make it more specific. For example, our client who is a cybersecurity expert is also an ex-CIA hacker – you better believe we put that into his title! Also, make sure your subject line reflects news if it’s breaking by leading with “BREAKING”.

A: Anything else we haven’t covered?

B: Some of our clients are authors, but sometimes there are producers who don’t want to promote their book. If this happens, you have to understand that getting your name out there is a win in itself because you’re being seen as an expert! At the very least, producers will put “author of…” in your title which is still a huge win!

CLICK HERE to watch the full Instagram LIVE with me and Blaine.

tracy-mccubbin

Tracy Mccubbin

AUTHOR, MAKING SPACE, CLUTTER FREE

"The biggest piece of advice a first-time author is given is to “hire your own publicist,” but what they don’t tell you is to “hire your own Ashley.”  Looking back, I don’t know how I could have released my book without Ashley & her team.  We started working together before the book was published.  First local TV and small blogs and as I got more seasoned and the book got closer to coming, she booked me appearances on bigger and bigger outlets. 

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Susan Peirce Thompson, Ph.D.

New York Times Best Selling Author of Bright Line Eating: The Science of Living Happy, Thin, and Free

"The biggest piece of advice a first-time author is given is to “hire your own publicist,” but what they don’t tell you is to “hire your own Ashley.”  Looking back, I don’t know how I could have released my book without Ashley & her team.  We started working together before the book was published.  First local TV and small blogs and as I got more seasoned and the book got closer to coming, she booked me appearances on bigger and bigger outlets. 

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Susan McGinnis

Correspondent, CBS Newspath

“I am so pleased that Ashley is embarking on this new venture. For many years she has shined as an outstanding booker and producer at CBS News and at start-ups including Clean Skies News.  She was my first hire at Clean Skies, and was the shining star among the pack. She has always had  tremendous dedication to her work, and an untiring ability to accomplish whatever faces her, letting no obstacle stand in the way of an outstanding product.  She consistently goes above and beyond expectations, and never takes “no” as an answer, and never settles for less than outstanding. I would hire Ashley again. And again. And again.”

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Jennifer Oko

Partner, Mad Squid Media

“Ashley and I have worked together is a few different capacities, including CBS News, energyNOW!. I cannot say enough good things about her. Ashley is smart, thorough, quick, creative, and incredibly hard working. Most importantly, to be a successful media liaison and guest booker, relationships are everything. Ashley is a genuinely lovely person, and she wins the respect and trust of everyone she works with. She is the first person I call whenever I need a guest booker or segment producer.”

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Margaret Ryan

Energy Journalist & Analyst

“Ashley Bernardi is a dynamic professional who consistently produces excellent results.  In my three years working with Ashley as the head booker at Clean Skies News/EnergyNOW!, I never saw her fail to complete a job she had been assigned – and complete it admirably. Ashley is creative, energetic and goal-oriented, a true team player who works congenially with other professionals but can also be relied on to execute an assignment on her own. Ashley is the person I wanted on my team when I faced a challenging assignment!”

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Hardy Spire

Senior Producer, CNN’s Reliable Sources. Former General Manager at CleanSkies News and Senior Producer at CBS News.

“Ashley Bernardi has every rare quality in a TV producer — aggressiveness, insight, creativity, a strong work ethic, and pure charm.  She has all this plus she’s a kind and positive person.  And she has great contacts!”

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Silvio Marcacci

Principal, Marcacci Communications

“Ashley is hands down the best media trainer I’ve ever worked with, and she uses her considerable producing experience to make clients feel at ease and ready to learn. In addition, her ability to book clients on television and radio interviews is quite impressive – be ready for hours of interviews if you’re working with her!”

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Mary Jordan

Washington Post National Correspondent and Founding Editor of Washington Post Live

“There is nothing Ashley Bernardi cannot do when it comes to media.  She books top people for TV shows and national conferences and knows the business inside out. I worked closely with Ashley at the Washington Post  and she is not only savvy, but great to be around. She is the always cheerful, smart voice on the other end of the phone who persuades busy people to drop everything they are doing and do what Ashley tells them.”

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Scott Behson, PhD

best-selling author of The Working Dad’s Survival Guide: How to Succeed at Work and at Home

“I was a relatively unknown first-time author and Ashley was fantastic in getting my name out there, and ultimately booking me on national TV and radio, as well as major podcasts. She also provided top-notch media training and was always a great listener and advisor. Finally, she was on top of everything and we communicated constantly. I couldn’t have been happier about her efforts on behalf of my book launch!”

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Ron Friedman, Ph.D

author of The Best Place to Work: The Art and Science of Creating an Extraordinary Workplace

“Ashley Bernardi is extraordinary at her job in every way. Smart, strategic and relentlessly energetic, Ashley is someone I’d want on my team in any public relations campaign.”