Federal Election & Budget 'Newsjacking': How to prepare your PR campaign and spokesperson

"Newsjacking"—the strategic practice of leveraging trending political, cultural, or sporting events to amplify your brand’s message—has become a cornerstone of modern PR.

It involves tapping into existing news stories to share expert insights, industry perspectives, or timely responses, helping brands stay relevant and engage their audience.

This approach can be highly effective for both well-established companies and smaller organisations with limited budgets.

The 2025 Australian Federal Election and Federal Budget are prime opportunities for "newsjacking". Here the PR professionals can align their messaging with key national conversations.

However, to stand out in a crowded media discourse, it’s essential to execute newsjacking strategically.

Without a thoughtful approach, your PR campaign risks getting lost among the flood of others vying for journalists’ attention. Here’s how to ensure your campaign stands out and your spokesperson is ready to engage the media effectively.

Balance preparation with a genuine response

While political events like elections and budgets come with some predictability, it’s essential to prepare your key messages in advance. Research the major policy discussions, likely outcomes, and how they may impact your industry to craft a timely response.

However, authenticity remains paramount. Journalists can easily identify generic, pre-written responses, so ensure your commentary adds fresh, thoughtful insights rather than just repeating the news. Be ready to adjust your messaging as events unfold.

Be original and offer thought leadership

According to a recent survey of almost 1,000 Australian journalists, the three most important features of a story are news value, human interest, and original ideas/thought leadership.  

Needless to say, having a bold, exciting response will almost always go further than half-hearted line towing. One big thing to remember here is that journalists are not interested in selling your brand or message, they want to hear about what unique insights, expert analysis or special takes you have based on your industry knowledge and experience.

Consider brand reputation and messaging

Equally as important as having an original and compelling message is ensuring that this will paint the right picture about you or your client’s brand.

“Not all publicity is good publicity,” warns Phoebe Netto, founder and Managing Director of Pure Public Relations. “Decide your position and how to articulate it to gain media coverage without being polarising or looking foolish.”

A strong, consistent narrative is another key. Phoebe advises keeping messages relevant and tied to expertise rather than personal opinions.

"Once you do get that media coverage in relation to the federal budget or election, are you able to still tie that into what you want to be known for? Is it going to look good when you share it on your website or social media, or share it with potential clients? Are you going to be able to have a consistent message threaded through the media coverage?"

Choose the right spokesperson

When choosing a spokesperson to talk on an issue, it’s important to not only consider who is the most knowledgeable authority on the topic, but also whether they reflect the diverse communities that news media is broadcasting to. Journalists and audiences are increasingly seeking voices that reflect the broader community.

Former ABC News Breakfast Co-host Lisa Millar emphasised the importance of this in an interview with the 'It's PR Darlings' podcast: 

"The first question that the producers will ask someone who might've pitched something is 'Do you have a woman?'... because we are committed to a 50/50 gender target that we have to reach on a daily basis," Lisa said. 

Similarly, former SBS Chinese Digital Content Editor Tania Lee told Medianet it's crucial that your spokesperson genuinely represents the issues they are speaking on. 

"Sometimes I get press releases and you look at the talent, you look at the issue, and I feel very separated from that issue, because the issue doesn't reflect the things that Chinese Australians care about, and second of all you're not giving me a talent who is from the Chinese community of Australia."

 

“I kind of need both to follow up.”

Ensuring your spokesperson genuinely represents the topic at hand will enhance credibility and media appeal.

Be available and responsive

In a 24-hour news cycle, relevance has an expiration date. If your spokesperson isn’t available to comment immediately—even outside of regular business hours—your story will likely be dropped.

Ensure media-facing representatives are briefed, available, and equipped with pre-prepared images, quotes, and supporting materials. The easier you make a journalist’s job, the more likely they are to run your story.

Target the right journalists

At Medianet we have spoken with countless journalists to find out what's most important to them in a PR story pitch.  Overwhelmingly, they tell us the most important part of a pitch is that the story is relevant to both the journalists’ publication and audience.  A broad, untargeted media pitch is unlikely to succeed. Instead, focus on journalists who cover politics, finance, or your specific industry.

Award-winning national business journalist for the ABC, Nadia Daly, advises:

“I think most journalists would say the more targeted the better: know the journalist, the show and the network you’re pitching to.”

Using a well-maintained media database can help you identify the right journalists and craft pitches tailored to their audience. Building relationships with relevant reporters will also increase your long-term media success.

Remember,

Successful newsjacking isn't about simply capitalising on a moment; it's about contributing valuable perspectives that resonate with both journalists and the public. Newsjacking political events like the Federal Election and Budget can be a powerful PR tool—but only when done strategically. By meticulously preparing your campaign and spokesperson, prioritizing authenticity, and targeting your message effectively, you can transcend the noise and position your brand as a relevant and insightful voice. 

Good luck, and happy newsjacking!

This article was originally published in 2022 and has been updated for 2025.