What is Newsjacking?
Newsjacking is the practice of adding a timely, expert angle to a news story while it is still developing, so your organisation becomes part of the coverage. For hospitals it usually means offering doctors’ commentary on outbreaks, heatwaves, pollution, celebrity health news or new research, with useful public advice and no promotion of services.
Why it matters for hospitals
Journalists need credible doctors at short notice, and hospitals that respond fast become regular sources. That builds authority with readers, search engines and AI assistants. The line between helpful commentary and exploiting a tragedy is thin and must be managed.
How to put it into practice
- Maintain a list of doctors willing to speak on short notice, with their topics and languages.
- Pre-approve short expert notes on seasonal issues such as dengue, heatstroke and air pollution.
- Respond to journalists within an hour or two, with facts they can quote.
- Never comment on a named individual’s health or use a death or disaster to promote services.
- Publish a matching explainer on your website so searches after the news find you.
The common mistake
Turning a breaking story into an ad. Promotional newsjacking gets ignored by journalists and criticised by audiences.
An illustrative example
When a severe air pollution spell hit a city, a hospital offered a pulmonologist for interviews and published a simple mask and symptom guide the same day. Several outlets quoted the doctor, and the guide drew steady search traffic for weeks. (Composite example, not a specific hospital.)
Related terms
Further reading
- Newsjacking and health awareness days
- Healthcare PR in India
- How to write a hospital press release journalists use
Part of the healthcare growth and digital glossary. Last reviewed 7 October 2026.