A smart brand know how to develop engaging content in this type of brand journalism. David Meerman Scott, Marketing strategist and Author of Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage, describes Newsjacking as the process by which you inject your ideas into a breaking news story, in order to generate attention for yourself or your business.
People want to talk about what’s happening around them. It’s nice for brands to get into the game. In U.S. politics, a government shutdown is a situation in which Congress fails to pass authorization for sufficient funds for government operations.
We're on our way. pic.twitter.com/U1QJnk3SOY
— Red Bull (@redbull) October 1, 2013
Typically, the government stops providing all but “essential” services at first, but since Congress must authorize all expenditures, there is no law protecting any government service from stoppage.