Newsjacking Kate Middleton’s Pregnancy

Newsjacking, as defined by marketing strategist David Meerman Scott, is the “process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.”

For you and your practice, this means applying trending news topics to your practice’s specialties by providing insight or useful information to your online audience, in order to increase the chances of being found online and enhance your audience reach.

For instance, in recent news the pregnant Kate Middleton was hospitalized with hyperemesis gravidarum. This condition would be a great topic to cover in a post for an OB/GYN practice.

News to Jack

Trending Key Words

Content Topics

Kate Middleton is hospitalized, suffering from hyperemesis gravidarum

Kate Middleton

Is Kate pregnant

Hyperemesis gravidarum

– Explain what hyperemesis gravidarum is and what it means to have it.

– Explain the signs of hyperemesis gravidarum and how to tell the difference between it and morning sickness.

 

Here is a couple of example titles and information to include in posts that are newsjacking the Kate Middleton pregnancy story:

Keyword Title: Pregnant Kate suffers from Hyperemesis Gravidarum

Hyperemesis gravidarum is a form of extreme morning sickness. Many women suffer in silence, as the worst of it occurs in the beginning of the pregnancy, a time when many are still keeping the announcement quiet. Kate Middleton, Duchess of Cambridge, and the royal family kept her pregnancy under wraps, until she needed to be hospitalized for hyperemesis gravidarum. Without management, this condition can lead to unhealthy weight loss, dehydration and low blood pressure.

According to the American Pregnancy Association, hyperemesis gravidarum (HG) is a condition characterized by severe nausea, vomiting, weight loss and electrolyte disturbance. Mild cases are treated with dietary changes, rest and antacids. More severe cases often require hospitalization so that the mother can receive fluid and nutrition through an IV.

Although the absolute cause is still unknown, it is believed that this severe nausea is caused by a rise in hormone levels. The symptoms of HG usually appear between 4-6 weeks of pregnancy and may peak between 9-13 weeks. There is no know prevention of hyperemesis gravidarum but there are ways to manage it.

Keyword Title: Morning Sickness vs. Hyperemesis Gravidarum: How did Kate Middleton know?

Signs and symptoms of hyperemesis gravidarum:

–          Severe nausea and vomiting

–          Food aversions

–          Weight loss of 5% or more of pre-pregnancy weight

–          Decrease in urination

–          Dehydration

–          Headaches

–          Confusion

–          Fainting

–          Jaundice

–          Extreme fatigue

–          Low blood pressure

–          Rapid heart rate

–          Loss of skin elasticity

–          Secondary anxiety/depression

Distinguishing between morning sickness and hyperemesis gravidarum:

Morning Sickness

Hyperemesis Gravidarum

Nausea sometimes accompanied by vomiting

Nausea accompanied by severe vomiting

Nausea that subsides at 12 weeks or soon after

Nausea that does not subside

Vomiting that does not cause severe dehydration

Vomiting that causes severe dehydration

Vomiting that allows you to keep some food down

Vomiting that does not allow you to keep any food down

 

Newsjacking tactics:

Search optimization—optimize the newsjack for search by using the essential trending keyword phrase in the post’s headline and lead paragraph.

When creating a headline for your post, try using Google Trends to find the top words people are searching online. Use the trending words in your title to increase the chances of your post coming up in search results as people continue to search the trending topic.

Quick-reaction—quick creativity is the key to great newsjacking. Be quick to react and newsjack the story on the same day the news breaks.

Relation—put your own spin on trending topics. Successful newsjacking leads to a great read that answers a question related to the trending story or offers a new perspective.

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